Walmart to Extend Scintilla Data Platform to Sam’s Club
Sam's Club merchants and suppliers will soon get access to Walmart’s commerce intelligence system Scintilla, according to a statement made this week by the retailer. The platform, first deployed within Walmart’s own operations, is set to expand to the warehouse club chain starting in 2027.
Scintilla pulls together data on shoppers, sales performance across channels and broader business results into one system. Per Walmart, the aim is to arm Sam’s Club merchants and suppliers with sharper tools for predicting what members want, coordinating more closely with each other and making decisions grounded in real data.
Walmart additionally said that linking merchants and suppliers under a shared intelligence platform opens the door to faster, more confident collaboration, ultimately aimed at improving product assortment and keeping shelves stocked for members.
“Everything starts with the member and understanding what they need, what they love and what they’re looking for next,” said Sam’s Club Chief Merchant Myron Frazier. “Scintilla will help our merchants and suppliers listen better and act faster. It gives us a clearer view of what matters to our members so we can bring them the right items, create more moments of discovery, and keep making Sam’s Club a place they are excited to come back to.”
The company’s data arm, Walmart Data Ventures, rolled out an earlier piece of the platform called Scintilla Insights Activation back in 2024. More recently, the company launched Scintilla Media Data Feed, an API tool that lets advertisers hand off Walmart’s first-party operational and retail data to their agency and technology partners in a secure, structured way.
Advertisers using the feed can approve API access to roughly 500 operational and retail data points, covering things like digital transactability, item-level attributes and sales across both stores and digital channels. Advertising partners can also plan media spending based on a clearer read of baseline demand, fine-tune campaigns for better efficiency and measure results against overall business performance.
“This solution transforms what has traditionally been a manual, fragmented process into a seamless and scalable data exchange,” said Linda Lomelino, Walmart Data Ventures’ VP of product for data monetization and ads. “Instead of relying on one-off exports or custom workflows, partners can now access consistent, near-real-time signals directly within their tools and platforms of choice.”
Sam’s Club is a division of Bentonville, Arkansas-based Walmart Inc. The company operates 600 clubs in the United States and Puerto Rico.
This article was originally published on P2PI sibling brand Progressive Grocer.
