Walmart Rolls Out Luminate Data Insights Service to Suppliers in Mexico, Canada

Shopper and associate in a Walmart store.

Walmart’s Data Ventures division has announced the international expansion of the Walmart Luminate data insights platform, beginning with Walmex in Mexico and followed by Walmart Canada later this year.  

Launched a little over three years ago to drive more value for both the Walmart business and its suppliers, Walmart Luminate gives the retailer’s suppliers access to transaction, supply chain and shopper behavior data so they can better understand customer expectations and optimize their digital and physical retail strategies. The international expansion of the service represents a big opportunity for Walmart’s multi-market suppliers in particular, shared Mark Hardy, the Head of Walmart Data Ventures noted in a blog post announcing the news.

“Rich customer insights are essential for brands to quickly adapt to customers’ rapidly shifting needs in today’s omnichannel world,” said Shelly McDougal, Head of Product Operations and New Markets at Walmart Data Ventures in comments shared with Retail TouchPoints. “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.” 

A Foundation for ‘Unparalleled Shopping Experiences’

The Walmart Luminate service was previously only available in the U.S., where 90% of Walmart’s largest suppliers have signed up for the highest-level of data access via a Charter paid subscription, and smaller suppliers account for approximately 50% total subscriptions. Suppliers that don’t want to pay for a subscription can still access Channel Performance data for free.

“At Kimberly-Clark, Walmart Luminate has played an integral role in our strategy,” said Amanda Coussoule, VP of Sales for Walmart at Kimberly-Clark in a statement. “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.”

Mirroring the strategy used in the U.S., the global rollout of Luminate will be done through a phased launch, starting with Shopper Behavior followed by Channel Performance and Customer Perception. Just last month, Walmart also announced that it was integrating Luminate data into its Walmart Connect retail media platform in the U.S., foreshadowing another potential offering for those market where Connect operates.