This episode delves into Walmart's rebranding of its data and insights platform from Luminate to Scintilla, set for 2025. The discussion explores the implications of the new name, which hints at Walmart's larger ambitions to potentially develop Scintilla into a standalone business serving other retailers. Key insights include Walmart's expansion plans, the launch of in-home user tests, and how Scintilla's omni-channel data offers a competitive edge. Comparisons are drawn with Amazon's fragmented yet advanced data ecosystem and Kroger's loyalty-based insights. A case study of Clorox's personalization strategy demonstrates how major brands could leverage these platforms to achieve their goals.

Link to Retail Media Therapy podcast: https://www.graceandco.works/retailmedia/#podcast

Link to article about Clorox's media goals: https://p2pi.com/clorox-targets-50-media-spend-1-1-personalization-2030?

Link to Walmart announcement about Scintilla Insights activation available within Walmart Connect: https://www.walmartconnect.com/scintilla-insights-activation-available-on-walmart-connect

CHAPTERS:

(00:00) About Today's Topic
(01:04) About the Show
(01:25) Walmart's Rebrand: Introducing Scintilla
(02:26) Clues to Walmart's Bigger Ambitions
(02:47) Expanding Beyond Retail Data
(03:16) Understanding the Retail Media Data Ecosystem
(03:55) Walmart's Scintilla: Strengths and Limitations
(04:51) Amazon's Fragmented Data Platforms
(06:09) Kroger's Loyalty-Based Insights
(06:54) Real-World Application: Clorox's Personalization Goals
(08:09) Leveraging Retail Data for Personalization
(10:50) Current Ecosystem Challenges and Future Prospects for Scintilla
(12:18) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

YouTube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

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Walmart Scintilla: How it compares to Amazon, Kroger's data & insights offerings

Retail Media Breakfast Club