US Walmart suppliers began using, Luminate™, Walmart Data Venture’s insights ecosystem, last year. In 2025, suppliers should look for two changes:
1. Luminate™ will be getting an even shinier new name.
2. Canadian Walmart suppliers will have greater access to the system.
What is Luminate™?
Walmart Luminate™ is the new reporting system for Walmart US suppliers. (Walmart suppliers still must access Retail Link© for applications, communications, and other tools outside of sales reporting.) Replacing Decision Support Systems (DSS), Luminate™ improves reporting, providing more information for suppliers and enhancing the tools used for forecasting. In short, Luminate™ helps streamline a supplier’s reporting processes to make the most of Walmart’s data.
What is Scintilla™?
In October 2024, Walmart Data Ventures hosted a gathering of suppliers and merchants for its Inspire event to announce that Luminate™ will rebrand to Scintilla™. The new name is the Latin term for “spark,” signifying that a single insight can ignite a new idea and create significant impact. The main concept of the tool itself will remain largely unchanged.
The re-branding in 2025 of Luminate™ to Scintilla™ continues to offer these improvements in reporting: improved inventory management with real-time data, optimized product assortment by analyzing which products perform best, and enhanced customer understanding by providing detailed insights into shopper demographics, behaviors, and preferences.
The three primary modules of functionality in Luminate™ will continue in Scintilla™: Channel Performance, Shopper Behavior, and Customer Perception. Shopper Behavior and Customer Perception are included in the Charter (paid) versions. Channel Performance is the Basic (free) version that aims to give small to medium suppliers access without a fee.
Luminate’s™ Launch in Canada
One of the three features of Luminate™ — Shopper Behaviour — was already launched in Canada this fall. That module is a paid version of Luminate™, and it allows Canadian Walmart suppliers who have purchased it to understand customer purchasing patterns, preferences, and loyalty trends. Its key features include:
- Basket analysis to identify complementary products
- Tracking of repeat purchases and customer retention metrics
- Segmentation of customers by demographics and purchase habits
Looking ahead, the Customer Perception feature and Channel Performance feature of Luminate™ are expected to come to Walmart Canada, too. (In the United States version, the Channel Performance feature is Luminate™ Basic and is free.)
| Luminate™ Feature | Paid or Free | US | Canada |
|---|---|---|---|
| Channel Performance | Free | Available now | To come |
| Shopper Behavior | Paid | Available now | To come |
| Customer Perception | Paid | Available now | Available now |
NOTE FROM AUTHOR: This past year, I assisted hundreds of Walmart US suppliers who were learning Luminate™. That’s been so rewarding. Now I’m excited to help Walmart Canada suppliers as they transition to this reporting system. I enjoy helping suppliers build meaningful reports, because, of course, valuable reports lead to greater success with Walmart, and that’s exactly what 8th & Walton sets out to do – help suppliers become better partners with Walmart.
Let 8th & Walton provide your team with a smooth and timely transition to Luminate™ Basic. Whether you’re just getting started or need expert guidance, we’re here to help.
Ready to make the switch? Fill out the form below, and our team will be in touch to discuss your needs and schedule a consultation.
- US Walmart suppliers: 8th & Walton teaches Luminate™ Basic. We do not teach Luminate™ Charter.
- Canadian Walmart suppliers: 8th & Walton will teach Luminate™ Basic when Channel Performance is launched in Canada.
