Introducing Scintilla
Walmart Luminate has a new name
Time flies when you're moving swiftly
February 2021 (Four years ago): Walmart Data Ventures was formed with a mission to capture and deliver new value out of Walmart's rich first-party customer and operational data.
September 2021 (Three and a half years ago): We launched Walmart Luminate with its first powerful module, Shopper Behavior, offering deep visibility into the basket. Channel Performance quickly followed in early 2022. Customer Perception, empowering agile conversations with verified Walmart shoppers, launched in May 2022. Our fourth module, Digital Landscapes, launched in May 2024, revealing pre-purchase behavior on Walmart.com and the Walmart app. Insights Activation launched in October 2024. Alongside these 2024 product launches were market expansions to Mexico and Canada.
Just five months ago, we celebrated Inspire 2024. The day was shared with over 1,200 suppliers and Merchants reflecting on this recent past, and more importantly, the fast-arriving future. At the end of the day, we made a big announcement: In 2025, Walmart Luminate will have a new name.
Today: That day is here.
Meet Scintilla
‘Scintilla’, a Latin term meaning ‘spark’, signifies the power of a single insight to ignite a new idea, much like how even the smallest, most granular piece of data can drive business decisions that make a significant impact. While the meaning of 'Scintilla' nods to our Walmart legacy, it also positions us for the future, enabling a more seamless expansion to new markets and banners across our global enterprise
Granular data, greater insights
While we officially launch our new name today, Walmart suppliers and Merchants have been bringing its meaning to life time and time again over the past three years of our evolution. Our “Granular data, greater insights” story continues as we introduce even more features and capabilities to Scintilla’s integrated ecosystem in 2025.
We kicked off the year by launching In-Home User Tests (IHUT), a new offering that enables suppliers to test their products with verified Walmart customers through the Walmart Customer Spark Community. IHUT enables you to test flavor, packaging, messaging, and more. By combining reliable behavioral insights, such as purchasing patterns, with first-party customer feedback, IHUT is part of Scintilla's growing suite of capabilities that help suppliers revolutionize product innovation and renovation.
It doesn’t stop there. Through Scintilla, we aim to transform retail strategies and enhance the customer experience across the entire value chain—from ensuring your products not only meet but exceed customer expectations, to optimizing inventory planning and management. By delivering actionable insights that provide a deeper understanding of the customer and drive operational excellence across our omnichannel ecosystem, we’re creating wins for Walmart, our suppliers, and most importantly, our customers.
For those who have been with us from the very beginning and those who are just now joining us on this journey—we look forward to embarking on this next chapter together, innovating alongside you, and helping you grow your business with Walmart.
Hello, Scintilla.
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