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Sam's Club, a chain of membership-only retail warehouse clubs owned by Walmart, has unveiled new design and targeting features for its Retail Media Network (RMN), also known as Sam's Club Member Access Platform (MAP). These enhancements aim to assist advertisers in showcasing their 'hero' products to shoppers, targeting browse pages, and enabling customers to add products from RMN ads directly to their carts.
Since its introduction of in-club in-store sales attribution for MAP advertisers in March, Sam's Club has seen an average increase of nearly 30% in return on ad spend (ROAS) for advertisers. The company has also partnered with tech companies like Flywheel, Skai, Pacvue, and CommerceIQ to provide various RMN services, including managing and measuring search campaigns, and is planning for offsite programmatic campaigns and creative automation.
The new features of the Sam's Club MAP demonstrate how marketers can leverage close customer relationships and technology through strategic partnerships to enhance their omnichannel strategy. The improvements also highlight the potential success of building out an RMN relative to the scale of their customer base and the breadth of customer data.
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