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11/30/2022

BJ’s connects advertisers with customers across channels

Dan Berthiaume
Senior Editor, Technology
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BJ’s is launching its own retail media network.

BJ’s Wholesale Club Holdings Inc. is joining the club of retailers operating proprietary media networks.

The membership-based warehouse club retailer is rolling out BJ’s Media Edge, a comprehensive advertising solution designed to connect advertisers with its members. using Microsoft PromoteIQ automated vendor e-commerce marketing technology.   

BJ’s Media Edge provides a unified Microsoft PromoteIQ interface where brand partners can buy onsite and offsite media with one platform to reach BJ’s members across touchpoints on its owned properties (such as website and store signage).

Participating advertisers can also connect with in-market members across the open web, digital and social media extensions; as well as target audience segments to influence purchase behavior. Advertisers also receive access to real-time analytics and data. Closed-loop measurement reporting capabilities are currently in development.

According to the retailer, early adopters of BJ’s Media Edge who have activated a campaign on the Microsoft PromoteIQ platform have seen a significant return on media investments.

“We are thrilled to collaborate with Microsoft and offer brand partners a highly effective, omnichannel approach in order to increase brand exposure to our members,” said Rachael Vegas, executive VP, chief merchandising officer, BJ’s Wholesale Club. “This program will continue to provide a tremendous opportunity for brands to drive growth, accelerate new product launches and deliver on their business goals.”

“BJ’s Media Edge is a meaningful step forward for both our company and our brand partners. We designed this program to leverage the power of first-party data from our highly engaged 6.5 million members,” said Monica Schwartz, executive VP, chief digital officer, BJ’s Wholesale Club. “This new program builds upon our existing digital marketing offerings with a customizable solution for brand partners to influence our members at every stage of their purchase journey, all while driving measurable returns.”

Sam’s Club streamlines ad targeting

Fellow membership-based warehouse club retailer Sam’s Club, a Walmart subsidiary, is transforming its advertising business into the Sam’s Club Member Access Platform (MAP). MAP offers sponsored product search ads, and in tandem, the company is also launching a self-service platform for sponsored product ads. 

Sam’s Club is offering these new platforms to enable its partners to buy search ads in an automated way. The retailer is also launching a programmatic partnership with independent demand-side platforms LiveRamp, IRI, and TradeDesk. According to Sam’s Club, as a membership organization, it has 100% visibility into customer purchases and search behaviors.

Headquartered in Marlborough, Mass., BJ’s Wholesale Club Holdings Inc. currently operates 234 clubs and 163 BJ’s Gas locations in 18 states.