Understanding the modern shopper: How Scintilla is powering smarter retail decisions

As consumer expectations shift and economic pressures reshape how people shop, retailers and suppliers must evolve—fast. Walmart continues to meet the moment by showing up where customers need them most, whether that’s online, in-store, or somewhere in between. In Q1 FY26, Walmart saw strong double-digit growth in eCommerce, driven by expanded pickup, delivery, and Marketplace that now reaches 93% of U.S. households. Even more impressive—one-third of store-fulfilled pickup & delivery orders were completed in three hours or less.¹

At the center of this growth is one thing: convenience. Since launching grocery pickup in 2013, Walmart has redefined how customers shop for everyday essentials. Today, 76% of surveyed Walmart shoppers use pickup or delivery for groceries, with many citing speed and simplicity as top priorities.²

For suppliers, these shifts present both challenges and opportunities. Staying competitive today requires more than shelf space. It demands a deep understanding of how customers engage at every stage of the journey. That’s where Scintilla makes the difference. With access to Walmart’s first-party data, suppliers gain visibility across the full product lifecycle—from planning and development to launch, marketing, and beyond.

How Scintilla can help brands evolve:

Scintilla can turn Walmart’s first-party data into action. Whether you're optimizing marketing strategies, improving inventory accuracy, or uncovering how customers shop in your category, Scintilla delivers the insights you need to make smarter, faster decisions. By spotting recent trends in shopper behavior, preference, and performance, you can fine-tune products, personalize engagement, and build strategies that resonate with customers—based on how they’re shopping right now.

Get to know Walmart customers with Scintilla Shopper Behavior:

Get a 360-degree view of who your customers are using Walmart’s granular shopper behavior data and reporting.

• Analyze shopping behaviors: Discover when, where, and how customers purchase your products and categories to optimize marketing, placement, and promotions.
• Key shopper metrics: Access demographic and behavioral shopper data to further refine audience targeting and messaging.

Optimize across all channels with Scintilla Channel Performance:

Broaden your view of how products perform across Walmart’s omnichannel ecosystem. From store shelves to online pickup and delivery, unlock operational insights to help you identify performance drivers, uncover opportunities, and refine your strategy across every channel.

• Investigate your performance across channels beyond the state level with access to breakdowns at the subdivision, region, and market level.
• Access daily, store-level item demand forecasts with the Daily Demand Forecast dataset in Scintilla Data Feeds API, offering a 14-day horizon—including today and the next 13 days—for unparalleled visibility into Walmart's projected demand.

Understand what drives shopper decisions with Scintilla Customer Perception:

Gain a deeper understanding of how verified Walmart customers perceive your brand, products, and services through the Walmart Customer Spark Community.

• Customer sentiment: Learn how shoppers feel about your products by exploring brand perceptions, purchase intent, and shopping preferences—through direct engagement with members of the Walmart Customer Spark Community.
• Behavioral insights: Dive deeper to understand the trends you found using Shopper Behavior to ask Walmart customers about their shopping preferences to fine-tune

Master the evolving digital world with Scintilla Digital Landscapes:

Understand customer behavior across Walmart’s digital platforms to strengthen your brand presence on Walmart.com and the Walmart mobile app.

• Track digital engagement: Discover trends in how customers interact with your brand online, from search to clicks, to category traffic and session share.
• Optimize digital campaigns: Use conversion funnel insights to reveal a shopper’s path-to-purchase to refine your digital strategies and drive purchasing behaviors.

Ready to explore Scintilla's integrated insights ecosystem? Contact us to learn more.