Sam’s Club Member Access Platform Demonstrates Significant Return on Ad Spend for Omnichannel Campaigns

Rhea-AI Summary

WMT: Sam's Club® Unveils In-Club Attribution for Ads, Reports 30% ROAS Increase. Sam's Club, a division of Walmart Inc., has introduced in-club attribution for search and sponsored product ads, leading to a 30% increase in return on ad spend (ROAS) for omnichannel campaigns. The company is also rolling out new features for its omnichannel advertisers, including improved design, targeting, and user experience.

Positive

• Sam's Club's introduction of in-club attribution for search and sponsored product ads is an industry-leading innovation that connects offline sales to online ads, demonstrating measurable return on ad spend for omnichannel campaigns.
• Overall ROAS for Sam's Club MAP advertisers has increased by nearly 30% since adding in-club sales to the attribution mix, indicating significant success and potential for further growth.
• The company's commitment to exceeding performance goals of advertisers and improving the member shopping experience shows a dedication to enhancing the entire ecosystem and delivering real-time, first-party data for understanding purchases across all channels.

Negative

• None.

In-club attribution for search and sponsored product ads enables advertisers to close the loop; Sam’s Club MAP responds with even more new features

BENTONVILLE, Ark.--(BUSINESS WIRE)-- After announcing the release of in-club attribution for search and sponsored product ads, Sam's Club®, a division of Walmart Inc. and a leading membership warehouse club, is sharing data from Sam’s Club Member Access Platform (MAP) that shows it is already generating significant results for those using the solution. Fueled by this success, Sam’s Club MAP is rolling out additional design, targeting and usability features for its omnichannel advertisers.

In-club attribution for search and sponsored ads now active. (Photo: Business Wire)

Now advertisers have the ability to see exactly what revenue is generated by which ads, demonstrating measurable return on ad spend (ROAS) for omnichannel campaigns. Sam’s Club pioneered this innovation and is among the first and possibly the only retail media platform to connect search and sponsored product ads to offline sales. For Sam’s Club MAP advertisers, overall ROAS has increased an average of nearly 30% since adding in-club sales to the attribution mix.

“Sam’s Club MAP sponsored products, in-club attribution and moments like Sam’s Club’s 40^th birthday celebration enable us to meet members where they shop throughout their omnichannel journey. During our recent campaign, we were thrilled to see sales grow around 35%,” said Bryan Reidy, vice president of sales at Danone.

Following this industry-leading performance and in response to an influx of demand, Sam’s Club is accelerating its investments into search and sponsored products offerings. In particular, Sam’s Club is rolling out a series of new enhancements to its Brand Amplifier to create additional touchpoints in the shopping journey that are available now:

• Design: Improved look and feel optimized for ease of use and flexibility, enabling advertisers to showcase “hero” products or new offerings
• User experience: Improved features allow members to add products to their cart directly from the ad
• Targeting: New ability to target category or “browse pages,” in addition to previously available search and keyword targeting

“We’ve seen advertisers reimagine their data and media strategies with these insights and capitalizing on our physical and digital reach, especially during the recent 40^th Birthday celebration,” said Lex Josephs, vice president and general manager of Sam’s Club MAP. “We’re committed to exceeding performance goals of our advertisers and improving the member shopping experience. The in-club attribution insights show that we are succeeding on both fronts.”

The insights generated by in-club attribution now have the capability to enhance the entire ecosystem by delivering real-time, first-party data for understanding purchases across all channels.

“Many retailers are under-leveraging their brick and mortar dataset as it relates to digital strategy and measurement, which is why it was refreshing when Sam's Club released in-club attribution back in March, stitching together a true omnichannel measurement experience,” said Sandy Welsch, vice president omnichannel platforms of Flywheel Digital. “In-club attribution for Sponsored Products has created a positive feedback loop for our traders, influencing sponsored product strategy and in-flight optimization to maximize SKU level performance both on-site and in-club.”

For more information on Sam’s Club MAP’s in-club attribution and Brand Amplifier, please contact us here.

About Sam’s Club

Sam’s Club®️, a division of Walmart Inc. (NYSE: WMT), is a leading membership warehouse club offering superior products, savings and services to millions of members in nearly 600 clubs in the U.S. and Puerto Rico. Now in its 40^th year, Sam’s Club continues to redefine warehouse shopping with its highly curated assortment of high-quality fresh food and Member’s Mark® items, in addition to market leading technologies and services like Scan & Go™️, Curbside Pickup and home delivery service in select markets. To learn more about Sam's Club, visit the Sam's Club Newsroom, shop at SamsClub.com, and interact with Sam's Club on Twitter, Facebook and Instagram and TikTok.

About Sam’s Club Member Access Platform

At Sam’s Club, we are member obsessed. We lead with this obsession by offering a curated assortment of high-quality products at an incredible value. We lead with this obsession by providing our members with a multi-touchpoint experience, whether they are shopping our Clubs, on SamsClub.com, in-app or with Curbside Pickup and Delivery. We lead with this obsession every day.

We know our members want a shopping experience that is easy, convenient and personalized. And we know that our agencies, ad tech platforms, suppliers, and marketers want to reach our members efficiently and effectively. With MAP [Member Access Platform], our journey starts with our members. Next, we create and give partners experiences, tools and opportunities that help members discover new products at the time they need and want them.

MAP’s mission is to provide the most valuable and additive ads experience to our members. It's our member-first approach that differentiates us, along with the combination of our platform, our products, our people, our processes and our first-party data.

View source version on businesswire.com: https://www.businesswire.com/news/home/20230718119934/en/

Highwire PR

sam.club@highwirepr.com

Source: Walmart Inc.

FAQ

What is the impact of in-club attribution for search and sponsored product ads introduced by WMT: Sam's Club®?

The introduction of in-club attribution has led to a 30% increase in return on ad spend (ROAS) for omnichannel campaigns, demonstrating measurable success for advertisers.

What new features is Sam's Club rolling out for its omnichannel advertisers?

Sam's Club is introducing new design, targeting, and user experience features for its omnichannel advertisers, including improved look and feel, enhanced targeting capabilities, and improved user experience for members.

How has overall ROAS for Sam's Club MAP advertisers changed since the addition of in-club sales to the attribution mix?

Overall ROAS for Sam's Club MAP advertisers has increased by nearly 30% since the addition of in-club sales to the attribution mix, indicating significant success and potential for further growth.

What is the goal of Sam's Club in introducing in-club attribution for search and sponsored product ads?

Sam's Club aims to exceed performance goals of advertisers and improve the member shopping experience by delivering real-time, first-party data for understanding purchases across all channels.