BJ's Debuts Retailer Media Network

East Coast retailer BJ's Wholesale Club has launched a retailer media network, BJ’s Media Edge, using Microsoft's PromoteIQ platform. The network offers brands a customizable advertising solution to connect with BJ’s members.

“BJ’s Media Edge is a meaningful step forward for both our company and our brand partners. We designed this program to leverage the power of first-party data from our highly engaged 6.5 million members,” said Monica Schwartz, BJ's EVP, chief digital officer, in a news release. “This new program builds upon our existing digital marketing offerings with a customizable solution for brand partners to influence our members at every stage of their purchase journey, all while driving measurable returns.”

Like many retailers, BJ’s recognizes that retail media is increasingly critical within the modern marketing mix and is enhancing its shopping experience for members through advertising and e-commerce. According to the club chain, early adopters of BJ’s Media Edge who have activated a campaign on the PromoteIQ platform have seen a “significant” return on media investments.

Some key opportunities include:

• A unified PromoteIQ interface where brand partners can:
  • Buy onsite and offsite media using a single platform.
  • Reach members across “highly trafficked” touchpoints on BJ’s owned properties.
  • Connect with in-market members across the open web.
  • Target audience segments to influence purchase behavior.
• Reach members seeking inspiration through digital and social media extensions.
• Access real-time robust analytics and data.

Additionally, closed-loop measurement reporting capabilities are currently in development to help brands better understand business outcomes at BJ’s by matching ad exposure to purchases. Online purchase data is already available, and in-club measurement is coming soon, according to the retailer.

More specifically, BJ’s full-funnel omnichannel advertising solution includes:

• Sponsored search: Product ad placements are available across the homepage, product detail pages, as well as search and browse experiences.
• Onsite display: Placements are available across the homepage, search and browse.
• Social media: Reaches relevant members looking for inspiration on Facebook and Instagram.
• Search: Reaches members when they’re looking for a brand or category on Google.

Other retailers that leverage Microsoft’s PromoteIQ platform include Dick’s Sporting Goods, Bed Bath & Beyond, Kroger, Home Depot and Kohl’s.

“We are thrilled to collaborate with Microsoft and offer brand partners a highly effective, omnichannel approach in order to increase brand exposure to our members,” said Rachael Vegas, BJ's EVP, chief merchandising officer, in the release. “This program will continue to provide a tremendous opportunity for brands to drive growth, accelerate new product launches and deliver on their business goals.”