Sam's Club Launches Omni-Impact for Deeper Campaign Insights
Sam’s Club's Member Access Platform (MAP) has launched a measurement tool, Omni‑Impact, to provide advertisers with more accurate, cross-channel performance insights and help them plan and optimize campaigns across the MAP ecosystem.
Omni‑Impact is designed to quantify incrementality by leveraging deterministic data from Sam's Club's membership-based ecosystem. According to a corporate blog post, the tool offers a unified methodology to measure campaign effectiveness across sponsored products, display, Scan & Go, off-site and email media placements.
The bottom line: The launch reflects a broader shift in retail media measurement as advertisers push for clearer links between media investments and sales outcomes. By offering standardized metrics across MAP's ad products, Sam's Club said Omni‑Impact enables brands to compare performance across tactics and gain deeper, more accurate insights to inform decisions.
"[Omni-Impact] goes beyond first- and last-touch attribution and traditional multi-touch attribution models by scientifically quantifying the impact of each MAP touchpoint across the funnel," Harvey Ma, vice president and general manager, Sam's Club MAP, wrote in the blog post.
With a focus on long-term performance, the platform delivers a 12-month longitudinal view of member engagement, giving advertisers visibility into how marketing touchpoints contribute to sales and member loyalty over time. Sam's Club positions Omni‑Impact as a solution that helps brands move beyond single-touch attribution and toward full-funnel measurement in what it calls an "always-on" media environment.
The tool is powered by artificial intelligence and includes predictive capabilities such as media mix simulations and budget recommendations based on historical performance and category dynamics. It also surfaces performance trends across audience segments — such as household size, age or membership tiers — to help advertisers refine their targeting strategies.
Omni‑Impact is the latest in a series of developments from Sam's Club MAP as it rebrands itself from a traditional retailer media network to a broader "Retail Experience Network" — a term the company uses to describe its growing focus on more immersive, omnichannel engagement.
While additional AI-powered innovations and influencer content integrations are also in development, Sam's Club said improved measurement is a necessary foundation for those investments.
