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Homed in for the Holidays: Timely enhancements to Scintilla Digital Landscapes
Bringing the path to purchase behavior of Walmart shoppers into focus through deeper insights
This summer, Walmart Data Ventures launched Digital Landscapes as the fourth module of Scintilla. Since then, Digital Landscapes has equipped suppliers of all sizes, across all verticals, with deeper insights into how Walmart shoppers find, consider, and select products as they make purchase decisions.
See it in action: Digital Landscapes supplier case study
The path to purchase is increasingly digital
In our latest Holiday Insights blog, we shared that 75% of Walmart customers said they research items online and buy online, while 61% say they’ll research online and purchase at their local store. In both cases, the insights opportunity for Walmart suppliers is clear: understanding Walmart.com and Walmart app activity in deeper granularity is critical for optimizing conversions—and connecting Walmart shoppers to just the right “find” they seek.
Early this December, we’re pleased to equip suppliers with five strong data and user insights enhancements in the spirit of that goal:
Sharper visibility
- Content Quality Score: Suppliers can get an in-app view of their Walmart Content Quality Score, which takes into account the completeness of their product detail page (PDP), including images, descriptive text, and more. Better yet, they can quickly see how this score has increased or decreased over specifiable time periods.
- Category Traffic Heatmap: Suppliers and category advisors can understand the activity in their space—around the clock. This easy-to-review heatmap, broken down into 4-hour increments, helps quickly identify engagement trends on a week by week basis. With insights into PDP views, add to carts, or purchases by category level, users can see what time of day customers are actively searching, building baskets, and purchasing products in the category so they can build better marketing strategies to optimize conversions.
Increased flexibility
- Multicategory selection: For suppliers with items in multiple categories, we’ve enabled multiple department selection for an easier one-time view and analysis.
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Brand metrics:
- Brand aggregation (Beta): Similarly, for suppliers with items under multiple brands, session conversion and session share can be analyzed by each distinct brand in this Beta feature.
- Brand filter (Beta): Those with multiple brands can also view all Digital Landscape metrics at a brand level—as well as compare metrics across different brands within the selected department, category, or UPCs.
We’re excited to provide these new features based on early feedback from our valued Scintilla subscribers and Merchant users—and we’re looking forward to seeing how they influence decision-making during this quickly-unfolding holiday season.
