Display ads bridge the app and in-club shopping to further enhance the member experience.
Sam’s Club, one of the world’s leading retailers and a digital innovation pioneer, announced Sam’s Club Member Access Platform (MAP) is launching display ads in the Scan & Go™ experience to help members easily find more products while they shop in-club. This innovative capability integrates physical and digital shopping journeys to provide members with higher levels of convenience. It also unlocks a new way to measure member shopping behavior and ad performance in-club with MAP’s closed-loop attribution. This capability will help advertisers reach more Sam’s Club members and deliver a more engaging experience, as part of Sam’s Club’s broader approach to digital engagement.
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Sam’s Club Scan & Go Display Ad (Photo: Business Wire)
Sam’s Club MAP is the first and only retail media platform to integrate ads in a mobile, self-checkout app experience. Scan & Go, a feature of the Sam’s Club mobile app, allows members shopping in-club to use their mobile devices to scan items as they shop, complete payment and skip the checkout line entirely. Scan & Go adoption has surged by 50% in the past three years. One in three members is a regular user, and its Net Promoter Score (NPS) regularly exceeds 90.
Members who opt-in will see display ads on the cart page that dynamically refresh after each new product scan, enhancing their shopping experience and helping them discover products as they check out with Scan & Go. This feature enables advertisers to reach members at the point of conversion and may help drive incremental sales of associated or halo products.
“This new capability reflects our member obsession and commitment to ensuring ads reach the right members at the right time in their shopping journeys,” said Diana Marshall, executive vice president and chief growth officer, Sam's Club. “Creating a closed loop, omnichannel advertising experience enables us to better understand member shopping behavior and ad performance, ensuring we keep the member experience at the forefront while helping our advertisers achieve their objectives.”
Scan & Go’s core value proposition rests on skipping the checkout line. Placing display ads within the checkout experience makes it even more convenient for members to complete their purchases. The ads will provide measurable results to our advertisers, tracking metrics such as return on ad spend (ROAS), click-through rate (CTR), incremental sales, conversion rate and other valuable results.
“This launch represents another step forward in Retail Media 2.0, which is characterized by the blending of physical and digital experiences,” said Andrew Lipsman, Founder & Chief Analyst, Media, Ads + Commerce “By integrating display ads into the Scan & Go feature, Sam’s Club is introducing a new surface to the shopping journey that can deliver value to both customers and advertisers.”
At launch, several Sam’s Club MAP advertisers such as Unilever will utilize Scan & Go ads to reach more members. Sam’s Club MAP’s new display ads in Scan & Go are currently available in all clubs for select members and will roll out to 100% of in-club traffic over the coming weeks. Learn more about Sam’s Club MAP, and discover how advertisers can get started today.
About Sam’s Club
Sam’s Club®, a division of Walmart Inc. (NYSE: WMT), one of the world’s leading retailers, is a membership retail club offering superior products, savings and services to millions of members in nearly 600 clubs in the U.S. and Puerto Rico. Now in its 41st year, Sam’s Club continues to redefine club membership shopping with its highly curated assortment of high-quality fresh food and Member’s Mark® items, in addition to market leading technologies and services like Scan & Go™️, Curbside Pickup and home delivery service in select markets. To learn more about Sam's Club, visit the Sam's Club Newsroom, shop at SamsClub.com and interact with Sam's Club on LinkedIn, X (formerly Twitter), Facebook, Instagram, TikTok and Pinterest.
About Sam’s Club Member Access Platform
At Sam’s Club, we are member obsessed. We lead with this obsession by offering a curated assortment of high-quality items at an incredible value. We lead with this obsession by providing our members with a multi-touchpoint experience, whether they are shopping our Clubs, on SamsClub.com, in-app or with Curbside Pickup and Delivery. We lead with this obsession every day.
We know our members want a shopping experience that is easy, convenient and personalized. And we know that our agencies, ad tech platforms, suppliers and advertisers want to reach our members efficiently and effectively. With MAP [Member Access Platform], our journey starts with our members. Next, we create and give partners experiences, tools and opportunities that help members discover new products at the time they need and want them.
MAP’s mission is to provide the most valuable and additive ads experience to our members. It's our member-first approach that differentiates us, along with the combination of our platform, our products, our people, our processes and our first-party data.
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