🛒 Sam’s Club Launches New Ad Feature
Sam’s Club, owned by Walmart, introduced a new ad feature on July 25, 2024, in its Scan & Go app. The ads appear on the cart page for members who opt in, refreshing after each new product scan. This aims to connect digital media capabilities with in-store experiences. Diana Marshall, executive VP and chief growth officer, said the new capability shows their commitment to reaching members at the right time in their shopping journeys.
📊 Measuring Ad Performance
These ads help track important metrics like return on ad spend, click-through rate, incremental sales, and conversion rate. Sam’s Club aims to provide measurable results for their ad and CPG partners. The ads will offer new insights into shopper behavior, enhancing both member experiences and ad effectiveness. The retailer’s Member Access Platform (MAP) will power this new ad feature.
🛍️ Enhanced Shopping Experience
The new Scan & Go ads will help shoppers discover products more easily and conveniently. This feature aligns with the trend of integrating digital personalization into physical stores. Sam’s Club has seen a 50% increase in Scan & Go adoption over the past three years, showing the success and growing popularity of this payment method among members.
📈 Expanding In-Store Media
Expanding in-store retail media has been a significant trend in 2024. Grocers are pushing to sync in-store media with app features. Digital kiosks, aisle screens, and end-cap displays are growing in popularity, similar to Sam’s Club’s new ads. Earlier this year, Save A Lot partnered with Swiftly to enhance its digital presence, updating its website and launching its first mobile app. Sam’s Club’s latest move is a part of this broader industry trend.
Do you think in-app ads enhance shopping experiences?
