Sam’s Club Member Access Platform (MAP) Pioneers True Closed-Loop, Omnichannel Attribution for Advertising
March 21 2023 - 10:00AM
Advertisers gain visibility and efficiency with accurate,
real-time attribution of in-club and online purchases driven by
search and sponsored product campaigns
Sam's Club®, a division of Walmart Inc. and a leading membership
warehouse club, is announcing that advertisers can now attribute
in-club purchases to their search ads. This innovation means Sam’s
Club is among the first and possibly the only retail media platform
to connect search and sponsored product ads to offline sales.
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the full release here:
Sam’s Club Member Access Platform (MAP)
Pioneers True Closed-Loop, Omnichannel Attribution for Advertising
(Photo: Business Wire)
Because of the real-time nature of consumer search, advertisers
have had longstanding challenges attributing sales to specific
campaigns. In-store attribution was especially difficult. Other
retailers may offer offline reporting metrics, but they rely on
loyalty card purchases or panel data, which are estimates that do
not include all consumer purchase behavior.
In contrast, Sam’s Club Member Access Platform (MAP) has
real-time, first-party omnichannel data on member transactions,
including in-club, in-app and web. As a result, MAP delivers
accurate transaction data, without extrapolation or panel
estimates. For the first time, advertisers have the ability to see
exactly what revenue is generated by which ads, including search
and sponsored products campaigns.
This attribution innovation leads to higher return on ad spend
(ROAS) and increased sales in a truly omnichannel way. For Sam’s
Club MAP advertisers, overall ROAS has increased an average of
nearly 30% since adding in-club sales to the attribution mix.
"Sam's Club MAP is opening up a new era of transparency and
efficiency in advertising," said Lex Josephs, vice president and
general manager of Sam's Club Member Access Platform. "Now, because
of our unique knowledge of our members, we’re able to offer true
closed-loop attribution for both online and offline sales. This
gives advertisers unmatched visibility into the results of their
search and sponsored product campaigns at a time when they need to
make fewer resources go further."
Sam’s Club MAP customers are enthusiastic about the integration
of in-club sales to search campaign attribution metrics. For
instance, Georgia Pacific, a Sam’s Club supplier and advertiser on
the MAP platform, is using in-club attribution to drive greater
value from its campaigns.
“With hybrid shopping as the new norm, consumers’ increasing use
of search to plan for shopping in brick-and-mortar locations will
enable us to seamlessly integrate physical trips and online
shopping experiences. This integration allows us to power digitally
enabled sales in-club, which is a game changer,” said Paras Shah,
director of omnichannel shopper marketing at Georgia Pacific.
“There’s a huge group of our members who see a search ad online
or on their phone when shopping but purchase the product in-club.
Previously, it was not possible for our advertisers to connect the
in-club purchase to their online ads to know what drove sales,”
said Tim Simmons, senior vice president and chief product officer,
Sam’s Club. “With our new attribution model, advertisers can
understand what’s motivating purchases across all channels
accurately, especially for search ads.”
In-club attribution is available now for all Sam’s Club
advertisers who have live sponsored products campaigns.
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
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 Sam’s Club Member Access Platform
(MAP), 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
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.
version on businesswire.com: https://www.businesswire.com/news/home/20230321005440/en/
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