Walmart plans to expand Scintilla, its first-party customer data platform, to Sam's Club in the U.S. next year (Modern Retail). This expansion has been one of the top requests from the company's suppliers, according to Walmart CFO John David Rainey. The platform will help merchants and suppliers improve execution, assortment, product availability, and the member experience through data insights.
Scintilla allows suppliers and brands to access sales figures, inventory levels, shopping pattern data, and customer perception survey results. The platform previously expanded to Mexico and Canada in 2024 (Modern Retail), and recently added AI features including a conversational tool to help suppliers understand data and enhanced marketing strategy recommendations. For commerce practitioners, this means membership-channel suppliers gain the same data intelligence and AI-driven analytics capabilities that have been available on the Walmart side, enabling better decision-making at scale.
Walmart has been expanding Scintilla's capabilities across its ecosystem, including making commerce data available to advertising agencies and tech partners through a new API that enables secure data sharing (Modern Retail). This represents the continued merging of Walmart's technological capabilities into Sam's Club operations, from supply chain to e-commerce and advertising.