Sam's Club Member Access Platform, the retail media network of the membership-only warehouse retailer, has announced plans to evolve into a retail experience network to drive growth at the company.

The move aims to turn traditional ads into a personalised, seamless experience for customers, designed to boost brand awareness and loyalty.

Under the new plans, Sam’s Club will introduce a series of new initiative such as “omni experiences,” which combine digital initiatives such as search with immersive experiences in and around club media activations.

The company said that this allows brands to create “unforgettable moments” that celebrate events such as back-to-school.

Sam’s Club said these initiatives are already improving sales, with a recent omni experience campaign driving a 9.6 per cent increase in sales and attracting an average of 40 per cent new buyers.

The company added that it is experimenting with how genAI can enhance the member journey through smarter search results and personalised product discovery.

Sam’s Club said it aims to enable its members make faster, more informed decisions about products.

Another initiative that the company has launched through the transformation is scan & go display ads, which allow members to connect with brands through their mobile devices.

The feature integrates display ads within a mobile self-checkout experience, allowing members to scan items as they shop, complete payment on their devices, and skip the checkout line.

Since launching in July 2024, the company said these ads have resulted in increased sales of over 15 per cent and reached 71 per cent of its members.

“For us, retail media isn’t just a revenue stream, it’s a way to enrich the member experience as well as support growth for brands alongside Sam’s Club” said Harvey Ma, vice president & general manager, Sam's Club Member Access Platform. “This evolution brings brands closer to members at every stage of their shopping journey whether they are browsing online, shopping in-club or engaging across channels in between.

“It’s a seamlessly connected, omnichannel experience designed to drive awareness, deepen loyalty and boost conversions.”

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