Metrics around search capabilities were added to Scintilla Digital
Landscapes last week as part of a redesign that introduced more than a dozen new insights into pre-purchase customer behavior on Walmart.com and the Walmart app.
Scintilla Digital
Landscapes, a data tool from Walmart Data Ventures, gives brands direct insights into the behavior of Walmart shoppers.
The company says it has become an essential tool to support brands
advertising in Walmart Connect, the retailer’s advertising and media platform.
Lara Barmish, group director of consumables at Walmart Connect, told MediaPost that marketers use
these “insights to compare daily product detail page visits, add-to-carts, and purchases of featured SKUs while a media campaign is live versus the period prior.”
For example, the
group can now clearly demonstrate the effectiveness of home page lockouts (HPL), a high-impact advertising tactic where one brand dominates every ad space on a retailer's website for a set
period. It can bring measurable increases in product detail page (PDP) views, purchase rates, and gross merchandise value on days with HPLs compared with days without.
advertisement
advertisement
Scintilla
Digital provides anonymized, aggregated behavioral data from the retailer's website and app, offering insights into traffic sources, browsing behavior, and stages of the customer journey. With
the data, suppliers can optimize marketing and sales strategies to better connect with customers.
Customers discover products in many ways, through traditional and AI-powered search engines,
social media, or word of mouth. Walmart’s goal is to give them the information wherever they choose to find it.
Walmart's U.S. marketplace sales grew 20% in its latest quarter, according
to the company's earnings report.
Brands like Palmer from E.T. Browne, a family-owned company that has been around as long as the typewriter and safety pin, are currently sold in more than 110
countries worldwide. The company wanted to add two new products. It used Scintilla to determine the success of the products before it launched.
Insights from Scintilla helped E.T. Browne
allocate digital ad spend based on a clear understanding of how customers would discover, engage and use the two new products. It also helped the company trace an unexpected surge in demand to a
TikTok trend and quickly adjust its strategy.
Some of the other features added are around analyzing data from traffic that shows where Walmart shoppers begin their journey, whether on external
sites, Walmart.com, the Walmart mobile app, or search and non-search browsing. Brands can look into what drives traffic and identify peak trends to optimize marketing spend.
Conversion
measures how many visitors make a purchase and evaluates marketing effectiveness. It helps identify why a product may be underperforming, such as lacking images or information, enabling suppliers to
improve ad targeting or optimize product pages.
Digital Basket tracks the products that customers add or abandon in their carts. This helps suppliers identify customer intent. Whether
it’s a routine or one-time purchases. Then it suggests refining product strategy, such as detail pages, bundling, and ad targeting.
Despite these new features from Walmart in time for
the holidays, media buying specialists at Skai, which offers support for advertising on retail media platforms, believe a multi-marketplace approach, when possible, works best.
Criteo's
integration with Google Search Ads 360, for example, or retail media networks from Target, and Best Buy, despending, of course, on the products being sold.
Comparing several platforms shows
how opportunities developed during the second quarter in 2025 when Walmart and other retail media networks outpaced Amazon in both spend and click growth with lower cost per clicks (CPCs). Different
platforms show individual cost structure, creating opportunities to test approaches based on specific goals and media mixes.