Sam's Club Member Access Platform
In 2022, Sam’s Club rebranded its advertising business as the Sam’s Club Member Access Platform (MAP), charting its own course alongside other emerging retailer media platforms. The network boasts more than 40 years of first-party data on members' purchases, searches, and club visits, that can be leveraged to both enhance the shopping experience for its members and deliver impactful results for advertisers.
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Network solutions include
- Omni experiences (seasonal activations, multi-brand collaborations, member exclusives)
- Video (CTV ads, sponsored videos, interactive videos, in-club display screens)
- Search (sponsored products, sponsored videos, brand amplifier)
- Scan & Go Display (integrated ads in mobile, self-checkout)
At launch offering sponsored search results and product listing ads with access via a self-service portal as well as a programmatic partnership with LiveRamp, IRI and The Trade Desk, MAP claims traceable membership data as its main point of differentiation.
Aiming to evolve MAP from primarily an online advertising platform to an omnichannel way to reach shoppers that includes in-store activations, Sam’s Club’s retail media team works cross-functionally with the retailer’s e-commerce and merchandising teams as well as its growth organization. That same year it also partnered with e-commerce advertising platform provider Pacvue to provide advertisers access to search and sponsored product ads.
In 2023, Sam’s Club aimed to offer more personalization by adding the ability to deploy real-time, offsite retargeted display advertising enabling advertisers to reach members who’ve expressed interest in a product but have not yet made a purchase, for example, and stop serving ads once the member make a related purchase. Sam’s Club’s retail media platform also lets advertisers see what exactly revenue specific ads are generating.
Sam's Club also launched its Media and Sales Performance Dashboard, which offers a self-serve, one-stop spot for marketers to track MAP campaign metrics along with sales performance data.
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