Walmart rolling out its Luminate data platform globally

Walmart is expanding its insights solution to merchants and suppliers in new markets. 

The retail giant announced the international expansion of the Walmart Luminate platform, beginning with Walmex in Mexico, followed by Walmart Canada later this year. Walmart first launched the comprehensive data analytics product suite, which provides a unified picture of category performance and consumer trends at scale, in 2021. 

The company. has continued to update it with new features, with the most recent being the ability to let suppliers combine insights from Luminate with the Walmart Connect retail media network.

“We couldn't be more excited to extend our innovative retail solutions to these new markets and empower our merchants and suppliers with a shared view of the customer and our products – from the physical to the digital shelf, said Mark Hardy, head of Walmart Data Ventures.  “Since we launched Walmart Luminate, we’ve successfully aided in optimizing retail strategies – from product assortment to product development – leveling the playing field for suppliers of all sizes."

Hardy noted that 90% of Walmart's largest suppliers have signed up for a Walmart Luminate Charter subscription, while some of its smaller suppliers account for approximately 50% of our total subscriptions.

Mirroring the strategy used in the U.S., the expansion of the Luminate platform internationally  will be a phased launch, starting with shopper behavior followed by channel performance and customer perception.

"Rich customer insights are essential for brands to quickly adapt to customers’ rapidly shifting needs in today’s omnichannel world,”  Shelly McDougal, head of product operations and new markets, Walmart Data Ventures, told Chain Store Age in an e-mail. “Walmart Data Ventures unlocks true omnichannel visibility into the customer and category, enabling next-level collaboration between our merchants and suppliers through Walmart Luminate. Now, Walmart Luminate is expanding its reach, presenting an incredible opportunity for our multi-market suppliers, who will now be able to leverage data-driven insights to make an even greater impact in these markets." 

Suppliers reacted positively to the expansion of the solution to other markets.

"At Kimberly-Clark, Walmart Luminate has played an integral role in our strategy,” said Amanda Coussoule, VP of sales for Walmart Inc. at Kimberly-Clark. “Walmart Luminate empowers us to tailor our offerings precisely to consumer needs, ensuring unparalleled shopping experiences. Extending this capability to Walmex and Walmart Canada will further enhance our ability to make data-driven decisions.”