For the first, Walmart is bringing together its data insights tool Walmart Luminate — which surfaces the retailer’s transaction, supply chain and shopper behavior data for its suppliers — with its Connect retail media business. Through the new self-service Walmart Luminate Insights Activation, Walmart suppliers that advertise through Connect will be able to easily access Luminate data to inform their campaigns.
Suppliers have had access to Luminate data for some time, but it was available on a separate platform that offers both free and paid tiers of access. These brands already have been routinely using Luminate data to inform everything from their product development to retail strategies. Now, by surfacing that data within the Connect retail media platform, suppliers will be able to more easily apply those insights to their media strategies and activations as well.
“This is the first time we’re bringing these two solutions together, creating more cohesion between both offerings and helping our suppliers create more relevant shopping experiences for our customers,” explained Seth Dallaire, EVP and Chief Revenue Officer of Walmart U.S. in a blog post.
Walmart Luminate Insights Activation will complement Walmart Connect’s existing audience targeting capabilities, allowing suppliers to zero in on category trends in order to develop more informed, data-driven media strategies. Dallaire shared this potential scenario: “Imagine being able to identify that a certain segment of a supplier’s customer base is trading down, while another is purchasing less frequently, and then being able to understand the characteristics of each of those segments and target them with custom messaging that drives better outcomes.
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“Walmart Connect is already known for its advanced targeting and measurement solutions, powered by Walmart’s unparalleled first-party insights,” Dallaire added. “Now, as marketers prepare for signal losses, the addition of Walmart Luminate audience insights will give brands even more precision to accelerate their growth.”
The solution was piloted last year, and Bimbo Bakeries USA (owner of brands such as Entenmann’s, Thomas’ English Muffins and Sara Lee) was among the first brands to test it out: “Through the pilot program, we were able to identify a business issue and then utilize purchase-based data to accurately target our audience, ensuring a successful omnichannel experience,” said Jeff Hendrix, VP of Customer Teams for Walmart and Sam’s Club at Bimbo Bakeries USA in a statement. “This powerful combination has led to enhanced consumer engagement and media outcomes that outperform category benchmarks.”
The Walmart Luminate Insights Activation for Walmart Connect is scheduled to be released to all Walmart Luminate Charter subscribers before the end of the year for display campaigns.
To learn more about retail media, check out our full guide here.
