Sam’s Club Member Access Platform Demonstrates Significant Return on Ad Spend for Omnichannel Campaigns
July 18 2023 - 9:00AM
Business Wire
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
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.
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the full release here:
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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 40th 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 40th 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 40th 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.
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