When Sam’s Club’s Member Access Platform (MAP) announced new ad formats in April, the Walmart-owned chain of warehouse clubs placed an emphasis on Sam’s Club’s omnichannel reach.
The Sam’s Club retail media network is now going a step further as it positions itself to target club members throughout various experiences, both online and in the physical world. Sam’s Club MAP will do this through a new tool called Omni‑Impact, which it is now marketing to potential advertisers.
Sam’s Club owner Walmart is No. 2 in the Top 2000. The database is Digital Commerce 360’s ranking of North America’s online retailers by web sales. Walmart appears there in the Mass Merchant category.
What is Sam’s Club’s MAP Omni-Impact tool?
“Unlike traditional multi-touch attribution models that rely on fragmented data and probabilistic assumptions, Omni‑Impact uses deterministic data from our closed-loop ecosystem to track performance with unmatched precision,” wrote Harvey Ma, vice president and general manager for the Sam’s Club MAP, in a June blog entry. “Advertisers can finally see exactly what’s driving incremental sales across MAP channels and over time, with the clarity, consistency and confidence they need to make every dollar count.”
The launch is part of a push that Ma discussed previously, envisioning MAP’s future as a “Retail Experience Network.” Ultimately, he sees Omni-Impact as a means to help align media performance with actual sales outcomes. By doing so, he believes brands will be able to unlock new growth opportunities and make better, more measurable use of their investments through MAP investments.
How Sam’s Club will measure retail media success
“What sets Omni‑Impact apart is its ability to measure true incrementality,” Ma explained. “It goes beyond first- and last-touch attribution and traditional multi-touch attribution models by scientifically quantifying the impact of each MAP touchpoint across the funnel.”
For Sam’s Club members, those touchpoints may include engagements with sponsored products, digital ads, displays or its Scan & Go technology. Ma stressed that reach, along with the timespans that campaign visibility will encompass.
“It’s also the first solution in the space to offer a 12-month longitudinal view of campaign performance across MAP channels,” he stated. “That full-funnel, cross-channel and cross-seasonal lens is critical in today’s environment, where members may encounter a brand multiple times before taking action.”
Ma wants advertisers to be able to leverage actionable insights for themselves as well. Using artificial intelligence, Omni-Impact will simulate media mix strategies and present predictive budget guidance. Ma said Sam’s Club will based feedback on each advertiser’s own campaign performance historically, as well as category dynamics that MAP tracks.
“It provides the foundation for smarter planning, stronger outcomes and a personalized, connected member experience,” he said.
Do you rank in our databases?
Submit your data and we’ll see where you fit in our next ranking update.
Sign up
Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.
Favorite