By Bhanu Bhardwaj, Group Director of Product Management, Walmart Connect

Earlier this year, we announced our plans to make it easier for suppliers to combine Walmart Luminate’s insights with Walmart Connect’s closed-loop, omnichannel retail media solutions. Beginning today, the Walmart Luminate Insights Activation for Walmart Connect is available to all Walmart Luminate Charter suppliers and their agencies. 

The Walmart Luminate Insights Activation is a self-serve integration with Walmart Connect, complementing our existing audience 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 to make the path from insight to activation more efficient to help suppliers increase sales and grow their business at Walmart. With this launch, brands can use the integration to inform and optimize their Walmart Display (Onsite and Offsite) campaigns.

Enhanced customer insights for media planning & buying

Walmart Connect’s insights-driven audience solutions are already powered by Walmart’s rich omnichannel customer insights. In the US, approximately 145 million customers shop with Walmart online and in stores weekly¹. Meanwhile, our suppliers are increasingly discovering the impact of Walmart Luminate’s insights to inform everything from product development to retail strategies. 

Now, we’re helping advertisers tap into the benefits of applying these proprietary insights to their brand’s media strategies and activations:

Identify the most valuable media opportunities: By tapping into Walmart Luminate Shopper Behavior reports, the integration automatically identifies the most valuable media activation opportunities based on shopping behavior trends and purchasing patterns at Walmart. For example, insights might reveal that brand-loyal shoppers are purchasing less often than they typically would, and so dollar sales within that audience are trending down. In this case, a brand may receive a suggestion to run a Walmart Display campaign targeting those customers.

Streamline media planning & execution: Users can choose from a variety of opportunities recommended automatically, to focus resources on the most impactful insights. With a direct integration to Walmart Connect Ad Center, advertisers can quickly plan and activate Walmart Display campaigns based on these insights, accelerating media planning and execution.

Save time and resources: This integration eliminates manual data analysis efforts by automatically recommending opportunities and potential target audiences.  

Get in touch to learn more about the Walmart Luminate Insights Activation for Walmart Connect and how you can start activating. 

Source: ¹Walmart annual report workpapers, January 2024.