Sam’s Club displays ads from the consumer goods industry in the Scan & Go function of its membership app via the media platform Club Member Access Platform. The US retail company, which is part of Walmart, is thus opening up new opportunities for advertisers to reach their customers in physical stores at that point in the customer journey when they ultimately decide to purchase products. Sam’s Club generates additional revenue with display adverts. The retail company gives advertisers access to comprehensive performance metrics in real time, allowing them to optimise campaigns on the fly and achieve better business results.
Sam’s Club members who use Scan & Go in-store will see ads on the shopping basket page that are dynamically updated after each new product scan. Customers in physical stores will be offered a piece of the shopping experience they are used to from the online shop SamsClub.com.
At launch, several advertisers on the Sam’s Club media platform – such as consumer goods giant Unilever – will utilise Scan & Go display ads to reach more Sams Club Stroes customers. Advertisers will have access to a dashboard in the retailer’s Club Member Access Platform where they can track return on ad spend, click and conversion rates and other performance metrics. The new display ads in the app are currently available in all clubs for select members and will be rolled out to 100 per cent of the approximately 600 locations in the US and Puerto Rico in the coming weeks.
Sam’s Club takes retail media to a new level
“This new feature is designed to ensure that advertising reaches the right members at the right time in their shopping experience,” explains Diana Marshall, Executive Vice President and Chief Growth Officer of Sam’s Club: “We have created a closed loop for omnichannel advertising that allows us to better understand members’ shopping behaviour and ad performance. We help our advertisers achieve their goals.”
