Sam’s Club MAP Rebrands as Sam’s Club Connect in Walmart Ad Business Overhaul
Walmart has unveiled a major overhaul of its advertising business that will rework operations across Walmart U.S., Walmart International and Sam's Club under a single commerce media network.
The three businesses will continue to operate independently to serve their respective markets but will increase coordination across technology, tools and measurement to “create greater value through connectivity and innovation," according to the retailer.
Walmart's strategy centers on building a unified media platform that combines scale, full-funnel solutions and measurement signals to drive durable business growth for advertisers as well as surface more relevant shopping experiences for consumers and members. Walmart Chief Growth Officer Seth Dallaire will direct the transition.
"The future of commerce media isn’t about advertising in a single channel but understanding and serving customers and members wherever and however they choose to shop," Dallaire said. "Our vision is to bring them together in a way that helps customers and members discover what they need more easily while giving advertisers the insights and measurement they need to grow their business."
The announcement also included a rebrand of Sam's Club's retail media network. The club retailer’s Member Access Program (MAP) will now be known as Sam's Club Connect.
The name change is meant to reflect the "evolution" of the business over the past several years as well as bring it visually and strategically in line with both the Sam's Club master brand and Walmart's commerce media framework.
Sam’s Club Connect is built around the retailer's membership base, which Walmart described as among retail's most engaged. The platform has recently expanded into several new advertising channels, including fuel-pump screens, in-club radio spots and live brand experiences. It has also added influencer ads and in-app expert reviews for its members.
This article was originally published on P2PI sibling brand Progressive Grocer.
