Expanded Capabilities Released for Sam’s Club Member Access Platform
Sam’s Club, a division of Walmart Inc., announced additional features for its Sam’s Club Member Access Platform (MAP), including targeting, usability, and design features to benefit omnichannel advertisers.
Recent data from the platform shows significant results from using the application, the company reports.
These new features allow advertisers to analyze revenue generated by ads, giving them a greater understanding of the measurable return on ad spend (ROAS) for their campaigns. Advertisers have seen an increase of nearly 30% since adding in-club sales to the attribution mix. Sam’s Club is one of the first and possibly only retail media platforms to tie sponsored and search 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.
Responding to a demand from suppliers, Sam’s Club put a stronger emphasis and investment into sponsored products and search offerings. Some of the new enhancements to its Brand Amplifier, creating additional touchpoints for the consumer, include:
- Design: Allowing advertisers to showcase products or new offerings through an improved look and feel.
- User Experience: Enhanced features allow members to purchase products directly from the ad.
- Targeting: Enhanced search capabilities, allowing consumers to target categories or browse pages easily.
“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,” said Lex Josephs, vice president and general manager of Sam’s Club MAP.
Enhanced data generated by in-club attribution will also provide first-party, real-time data about purchases made across all channels.
“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,” said Sandy Welsch, vice president of omnichannel platforms of Flywheel Digital
In April 2023, Sam’s Club announced an expansion of offerings for the Sam’s Club MAP through the MAP Partners Club, providing advertisers access to a suite of benefits, including bidding and budget optimization, sponsored ads and promotional technologies, advanced campaign analytics, and intelligently retargeted display advertising.
