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

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.

“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.”

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.

Marketing Technology News: Ant Media Delivers Ant Media Server Through Google Cloud Marketplace

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.”

Marketing Technology News: MarTech Interview With Maria Novikova, CMO at Xenoss