Product improvement and evolution are more critical than ever, given endless shelves and the endless suppliers working to fill them, so Walmart is adding a new consumer insight initiative, In-Home User Tests, to help suppliers advance the merchandise they’re developing.
Walmart Luminate subscribers can tap Early Access for In-Home User Tests, which Lomelino described as providing a streamlined, end-to-end service embodying the retailer’s customer-centric approach. The tests can assist suppliers in trialing their products with verified customers through the Walmart Customer Spark Community. As such, IHUT provides feedback from customers in everyday product interactions at home. The research function can provide insights suppliers can apply to pricing, efficacy, messaging and other key measures, and, so, test and innovate with speed.
Walmart Customer Spark Community is unique to the industry, Lomelino asserted, as it is made up of invite-only, verified Walmart customers who have double opted-in to contribute their feedback. Suppliers can engage with these customers with precision, Lomelino pointed out, by identifying established shopping patterns to help target, segment and gain insights found on Walmart Luminate.
In 2024, the Walmart Customer Spark Community generated more than 3.4 million responses from verified customers, and Lomelino emphasized that it expects that number to rise with investment and as more suppliers see the value in what emerges: data that can help vendors speed to innovation but also avoid potential pitfalls when introducing a new or revamped product to market. Research Services, which Walmart introduced last year, is another initiative that the company is expanding to support suppliers looking to harness valuable customer insights without being market research experts, Lomelino added.
The introduction of In-Home User Tests and Research Services is helping Walmart integrate the customer voice into every stage of product development, she observed, equipping suppliers with valuable insights and enabling them to innovate faster. By taking this customer-centric approach to its suite of solutions, Walmart is working to ensure every product in its assortment not only meets but exceeds customer expectations. As it continues to invest in research support, Walmart can deepen its understanding of the company’s omnichannel shopper and, ultimately, drive supplier success, according to Lomelino.
