Sam’s Club MAP solves advertising retargeting challenges with
breakthrough accuracy and improved member experience
Sam's Club®, a division of Walmart Inc. and a leading membership
warehouse club, is announcing that real-time, intelligently
retargeted display advertising is now available across tens of
thousands of sites on the open web through Sam’s Club Member Access
Platform (MAP). This feature — provided in partnership with The
Trade Desk and LiveRamp (RAMP) — leverages first-party member data,
advertiser data and AI-powered, real-time behavioral insights from
Sam’s Club to make advertising campaigns smarter, more effective
and more personalized.
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the full release here:
https://www.businesswire.com/news/home/20230227005889/en/
Real-Time Intelligent Retargeting
Launches on Sam’s Club Member Access Platform (MAP) (Graphic:
Business Wire)
Advertisers have long been challenged to better optimize
retargeting, but often wind up bombarding consumers with repetitive
or irrelevant ads due to inaccurate and incomplete data. Sam's Club
MAP is uniquely positioned to solve this challenge because it uses
real-time, accurate data from registered Sam's Club members,
including exact data on purchase history, demographics, recent
purchases of similar items and basket size — data not available on
other retail media platforms. As a result, MAP campaigns can
deliver personalized ads in real time to members who’ve expressed
interest in a product but have not yet made a purchase. And MAP
campaigns are smart enough to stop serving ads to members — even
when they are not on Sam’s Club properties — once the member makes
a related purchase.
“We’re obsessed with helping our members. We’ve all had the
experience of seeing ads for items we have already purchased. Our
solution allows us to avoid that irritation, creating a better
member experience and greater efficiencies for brands. Advertisers
are now able to target based on what we know members are actually
in market for, right now,” said Austin Leonard, Head of Sales,
Sam’s Club Member Access Platform. “We can then stop serving these
members ads once they complete their purchase at any Sam’s Club or
on any device. This is a unique solution brand partners have been
waiting for and an additive experience for our members.”
Advertisers are already excited about the feature. “We’ve been
waiting a long time to be able to retarget using the real-time data
that Sam’s Club has. This allows us to automate targeting,
personalize messaging and create sophisticated media workflows that
maximize the efficiency of our campaigns,” said Mic Zavarella, Vice
President of Marketing at PepsiCo.
This solution uses leading technology to make it easier for
brands to feel comfortable investing in the platform, including
automated audience building, onboarding and targeting. It brings
scale, uniqueness and safe data clean room technology for all
members and brands. With this new integration, Sam’s Club MAP is
able to use The Trade Desk’s award-winning KOA Optimization
technology to leverage AI and machine learning to optimize results
in flight. Integrating with LiveRamp’s industry-leading data
permissioning and access controls ensure safe and secure
collaboration with MAP's supplier brands.
MAP retargeting automatically connects ads to membership data
and member behavior, delivering tangible results, including
incremental ROAS (return on ad spend), all 3rd party verified by
IRI. Advertisers are able to track those results, including iROAS,
right up to the point of sale, by using MAP’s reporting
feature.
Sam’s Club MAP offers advertisers real-time retargeting for a
variety of scenarios, including:
- A member has browsed a specific item on samsclub.com, or placed
an item in their cart, but did not complete the purchase.
- A member visited a specific landing page, brand page or shelf
page on samsclub.com, but did not make a purchase.
- A member placed an order online to be picked up in club but
still plans to shop the club while they’re there – like many
members do. MAP’s real-time retargeting allows advertisers with
complementary products to deliver relevant ads between order
placement and club check out effectively allowing advertisers to
“Win the Second Cart”.
“Retargeting is a tried and true tactic in the ecommerce and
digital media world for Nestle Purina. We’re excited to see the
power of omnichannel data come to retargeting that can drive both
performance and brand awareness at scale,” said Tony DiMattia,
Director and Head of Shopper Marketing at Nestle Purina.
By eliminating irrelevant retargeting, Sam’s Club MAP improves
the experience of members as they browse the open web. It also
allows advertisers to use their spend more efficiently by not
targeting members who are no longer in the market for their
products. With these campaigns, advertisers are able to leverage
data from omnichannel conversions, including those in-club and
online, delivering greater incremental sales and improving the
member experiences.
About Sam’s Club
Sam’s Club®, a division of Walmart Inc. (NYSE: WMT), is a
leading membership warehouse 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 39th year, Sam’s Club
continues to redefine warehouse 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 Twitter,
Facebook, Instagram and TikTok.
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 products
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 marketers 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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version on businesswire.com: https://www.businesswire.com/news/home/20230227005889/en/
Media Contact Highwire PR for Sam’s Club MAP
sams.club@highwirepr.com
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