Sam's Club Rebrands Retail Media Network to 'Experience Network'
Sam’s Club is rebranding its Member Access Platform (MAP) from a traditional retailer media network to what it’s calling the industry’s first “Retail Experience Network,” designed to deliver more immersive, omnichannel advertising.
In a corporate Walmart blog post, Harvey Ma, vice president and general manager of MAP, wrote that the platform is evolving to go beyond impressions by using first-party data to create personalized experiences that drive awareness, loyalty and conversion — and ultimately “spark joy.”
“Importantly, any revenue generated through advertising is reinvested directly back into Sam’s Club operations, funding associate wages, club remodeling, new growth opportunities and more,” Ma noted.
Omnichannel Focus
The rebrand stems from Sam’s Club’s broader omnichannel vision, a theme emphasized during its most recent earnings call. During the call, the retailer highlighted that this approach resonates especially with Gen Z and Millennial shoppers, who account for roughly half of Sam’s Club’s new member growth.
Also Read: Sam's Club Doubles Down on Omnichannel Experience to Attract Younger Shoppers
One example of this is MAP’s “Omni Experiences” offering, which integrates media and in-club activations. Using first-party data, the offering connects on-site, off-site and in-club touchpoints into a cohesive experience.
Members encounter Omni Experiences via high-traffic pages and search results in the Sam’s Club app and website, where ad placements include search and display. In club, brands can enhance the experience through sampling, custom activations and display screens. MAP’s off-site media offering extends campaign reach as members browse the web, stream content or scroll social media.
Data & Personalization
Analyzing member behavior is a cornerstone of MAP’s strategy to deliver tailored promotions and relevant item recommendations.
One example is Scan & Go display ads, launched in July 2024. These ads are integrated into the mobile self-checkout experience in the Sam’s Club app. Since the launch, Scan & Go display ads have driven an average sales lift of 15.5%, with 71% of members reached being incremental to other tactics, according to Ma. The ads also achieved a 10x higher click-through rate than standard display placements.
Ma added that these efforts are driving results, with Sam’s Club reporting membership and renewals at “all-time highs.” He also noted that around 40% of in-club shoppers engage with the app or website the week before purchasing — reinforcing the retailer’s omnichannel strength.
Advanced Measurement Capabilities
MAP’s evolution includes new measurement tools designed to help brands connect with members through smarter media strategies, content and community:
- Brand Lift adds upper-funnel metrics like brand preference and purchase intent to existing conversion reporting, helping brands optimize around objectives (e.g., product launches or new brand positioning) and deliver more relevant advertising to members.
- Customer Lifetime Value (CLTV) enables brands to understand long-term customer value and refine media strategies based on buyer segments, behaviors and potential ROI.
- Multi-Touch Attribution (MTA) provides unified, AI-powered measurement across all channels, helping brands understand the impact of each touchpoint and optimize their media mix.
- Propensity Modeling with Signal Fidelity uses dynamic AI and machine learning to predict engagement based on nuanced data such as shopping behavior and demographics, enabling more accurate targeting and a personalized member experience.
What's Next
Looking ahead, Sam’s Club plans to introduce additional engagement formats in 2025, including creator- and influencer-led content. This new offering will combine first-party data with influencer marketing for the first time within MAP.
The retailer is also exploring generative AI capabilities to improve the member journey, from enhanced search to smarter product discovery. “The goal is to help members make faster, more informed decisions while enabling inspiration and discovery,” Ma wrote.
