Mark Hardy, SVP of Walmart Data Ventures, leads the Scintilla platform, which aims to unlock the potential of Walmart's vast data assets. He discusses the shift from Walmart Luminate to Scintilla and its impact on customer personalization and brand loyalty. Hardy emphasizes the importance of first-party data in crafting targeted consumer experiences. He also reveals insights on integrating retail strategies and enhancing collaboration between suppliers and merchants, highlighting real-time data use for smarter decision-making in today's retail landscape.
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insights INSIGHT
Value over Monetization
Walmart created Data Ventures to leverage its vast data asset (90% of US households shop there).
They aim to create value, not just monetize data, by focusing on customer understanding and personalization while respecting privacy.
insights INSIGHT
Evolving Customer Expectations
Customer expectations are evolving due to increased choice in purchasing and fulfillment options.
Retailers need to focus on delighting customers at every touchpoint by leveraging data-driven insights.
question_answer ANECDOTE
Walmart Luminate Growth
Walmart Luminate saw a 173% customer growth, demonstrating increased demand for data-driven insights.
They offer modules like shopper behavior, digital landscape, and a customer community to understand the customer journey.
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The CPGGUYS are joined in this episode by Mark Hardy, SVP of Walmart Data Ventures. WDV recently announced the impending renaming of the Walmart Luminate platform to Scintilla. Data is the most valuable commodity today to build consumer trust and loyalty. Take business growth, with targeted consumer profiles and preferences, personalization is actually possible anchored on data.
Find Mark Hardy on Linkedin here. Find Walmart Data Ventures on Linkedin here. Find Walmart Data Ventures online here.
Here's what we asked him : 1. What prompted Walmart to create Walmart Data Ventures and what’s your strategic mission? 2. In today’s volume-challenged environment for brands, reaching and retaining customers is becoming even more important – especially for lost households due to loyalty changes. Customer expectations are changing, and it’s harder for brands to keep up. How can you help solve for this with your offerings? 3. Can you tell us more about how brands can leverage this suite of solutions to better reach and drive consideration with customers? 4. How is Walmart Luminate influencing the way suppliers work and create joint value with merchants? 5. Some exciting news was also shared at the Inspire event yesterday. Can you share that news with us now? 6. As you think about the growth of Walmart Data Ventures and its offerings, how are you thinking about integration with other areas of the Walmart business, like Walmart Connect? 7. Looking forward, what new capabilities is WDV looking to bring to its suppliers and how will that improve the customer experience through merchandising, retail media, etc.?
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