Walmart Luminate Insights Activation integrates with Walmart Connect
Walmart is aiming to make it easier for suppliers to combine Walmart Luminate’s insights with Walmart Connect’s closed-loop, omnichannel retail media solutions.
In an announcement on the company’s website, Seth Dallaire, executive vice president and chief revenue officer at Walmart U.S., noted that Walmart Luminate and Walmart Connect help suppliers create more meaningful connections with customers by tapping into Walmart’s omnichannel insights. "Ninety percent of American households shop with Walmart every year, and nearly 144 million customers shop with Walmart online and in-store weekly," he said.
Pointing out that Walmart's suppliers are discovering the impact of Walmart Luminate’s insights to inform everything from product development to retail strategies, Dallaire said that Walmart also has seen the value of applying these proprietary insights to suppliers’ media strategies and activations—on top of Walmart Connect’s audience solutions—after a successful pilot last year.
"The Walmart Luminate Insights Activation is a new self-serve integration with Walmart Connect, complementing its existing advanced targeting with the power of Walmart Luminate insights—helping to drive product, brand and category sales. 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,” he said.
[Read more: Pharmacy Innovator of the Year 2021: Walmart connects with communities]
Dallaire explained that for suppliers, this means being able to identify trends within critical categories to develop more informed, data-driven media strategies based on Walmart’s insights.
"Imagine being able to identify that a certain segment of a supplier’s customer base is trading down, while another is purchasing less frequently—then being able to understand the characteristics of each of those segments and target them with custom messaging that drives better outcomes," Dallaire said.
Dallaire provided the example of Bimbo Bakeries USA, which he said effectively used Walmart Luminate data to identify key customer trends and invested with Walmart Connect to reach those customers in a more relevant way, driving sales for their business.
"As a company that is steered by data, Bimbo Bakeries incorporates data into every facet of our business. Through the pilot program involving Walmart Connect and Walmart Luminate, 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, the vice president of customer teams for Walmart and Sam’s Club at Bimbo Bakeries USA. "This powerful combination has led to enhanced consumer engagement and media outcomes that outperform category benchmarks."
[Read more: Walmart pilots drone delivery in Arkansas]
The Walmart Luminate Insights Activation for Walmart Connect is scheduled to release to all Walmart Luminate Charter subscribers before the end of the year to ensure advertisers can capture holiday sales data and inform their 2025 planning. These suppliers will be able to power their display campaigns with Walmart Luminate-sourced audiences, and so will their agencies and partners through the integration.
Lastly, Dallaire said, “Walmart Connect is already known for its advanced targeting and measurement solutions, powered by Walmart’s unparalleled first-party insights. Now, as marketers prepare for signal losses, the addition of Walmart Luminate audience insights will give brands even more precision to accelerate their growth.”