Sam's Club Upgrades Retail Media Network; Opening $142M Fulfillment Center
Sam’s Club announced two advances this week to its retail media network and fulfillment network.
The Walmart-owned retailer said real-time, intelligently retargeted display advertising is now available across tens of thousands of sites on the open web through Sam’s Club Member Access Platform (MAP).
This feature — provided in partnership with The Trade Desk and LiveRamp (RAMP) — leverages first-party member data, advertiser data, and AI-powered real-time behavioral insights from Sam’s Club to make advertising campaigns more personalized.
Advertisers have long been challenged to better optimize retargeting, but often bombard consumers with repetitive or irrelevant ads due to inaccurate and incomplete data. Sam's Club MAP aims to solve this challenge by using real-time, accurate data from registered Sam's Club members, including exact data on purchase history, demographics, recent purchases of similar items and basket size. As a result, MAP campaigns can deliver personalized ads in real time to members who’ve expressed interest in a product but have not yet made a purchase. And MAP campaigns stop serving ads to members — even when they are not on Sam’s Club properties — once the member makes a related purchase.
“We’ve all had the experience of seeing ads for items we have already purchased,” said Austin Leonard, head of sales, Sam’s Club Member Access Platform. “Our solution allows us to avoid that irritation, creating a better member experience and greater efficiencies for brands. Advertisers are now able to target based on what we know members are actually in market for, right now. We can then stop serving these members ads once they complete their purchase at any Sam’s Club or on any device.”
This solution uses technology including automated audience building, onboarding and targeting, and brings scale, uniqueness and safe data clean room technology, the retailer said. With this new integration, Sam’s Club MAP is able to use The Trade Desk’s KOA Optimization technology to leverage AI and machine learning to optimize results in flight. Integrating with LiveRamp’s industry-leading data permissioning and access controls ensure safe and secure collaboration with MAP's supplier brands.
MAP retargeting automatically connects ads to membership data and member behavior, delivering tangible results, including incremental ROAS (return on ad spend), all 3rd party verified by IRI. Advertisers are able to track those results, including iROAS, right up to the point of sale, by using MAP’s reporting feature.
Sam’s Club Adding Fulfillment Center in Georgia
Sam’s Club will create 600 new jobs and invest more than $142 million in a new fulfillment center in Douglas County in Georgia.
“We’re excited to significantly enhance our supply chain capabilities in the State of Georgia and the surrounding Southeastern part of the country,” said Joseph Godsey, chief supply chain officer of Sam’s Club, in a statement. “We are on a journey to transform the entire Sam’s Club supply chain through strategic expansion and cutting-edge automation. This location is a great step in that direction. This investment is critical to deliver to our members with speed and provide an overall great experience.”
Sam’s Club’s new fulfillment facility will be located at 1000 Douglas Hill Road in Lithia Springs. Interested individuals can learn more about working at Sam’s Club at careers.walmart.com/stores-clubs/sams-club-jobs.
“Georgia’s reliable infrastructure enables companies and consumers alike to reach markets across our state, nation, and world, bringing opportunities to hardworking Georgians in every corner of the state” said Governor Brian Kemp. "Sam's Club is a valued partner in that ever-growing field of opportunity, and we're excited to see the impact these new jobs will have on Douglas County.”