Retail / news
Walmart Brings Scintilla Data Platform to Sam’s Club Merchants
Walmart will expand its Scintilla first-party customer data platform to Sam’s Club in the U.S. next year, giving merchants and suppliers deeper insights into member behavior.
Walmart plans to roll out its Scintilla customer data platform to Sam’s Club merchants and brands in the U.S. next year, the company said on Thursday. CFO John David Rainey told investors in a conference call that supplier demand was a major factor in the expansion.
Scintilla, previously known as Walmart Luminate, operates under Walmart Data Ventures, a division launched in 2021 to monetize the retailer’s consumer data. The platform is designed to help merchants and suppliers improve execution, assortment, product availability, and member experience.
Myron Frazier, chief merchant of Sam’s Club, said the platform will help the club’s teams and brand partners listen to members and respond faster. He added that Scintilla provides a clearer view of what members care about, creating more moments of discovery and keeping them engaged.
The move continues Walmart’s integration of its technological capabilities into Sam’s Club across supply chain, e-commerce, and advertising. By sharing its data infrastructure, Walmart aims to strengthen collaboration between the warehouse club and its supplier ecosystem.