What: Walmart Data Ventures has launched Digital Landscapes, a self-serve insights tool within the Walmart Luminate platform, allowing suppliers to track online shopper behavior before purchases.

Why it is important: This tool can significantly enhance suppliers' marketing strategies by providing detailed insights into how customers find and interact with their products online, enabling more effective allocation of marketing resources and campaign optimization.

Walmart Data Ventures has introduced Digital Landscapes, a new feature within the Walmart Luminate platform, currently in beta. This self-serve solution allows suppliers to analyze online shopper behavior, including engagement trends and traffic sources from search engines, social platforms, Walmart.com, and the Walmart mobile app. By understanding how customers discover products and their behavior prior to purchase, suppliers can refine their marketing strategies to improve reach and campaign effectiveness. This move aligns with Walmart's broader strategy to enhance its retail media business, which saw significant growth in advertising and marketplace seller engagement in recent quarters. Digital Landscapes is expected to be generally available later this summer, providing valuable first-party data that is crucial as third-party cookies are phased out.

Walmart opens access to off-site customer journey insights for suppliers