BJ’s responds to surging membership with personalization

Dan Berthiaume
Senior Editor, Technology
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Image source: BJ’s Wholesale Club

BJ’s Wholesale Club is stepping up its promotional efforts with data-driven marketing.

The Northeast wholesale club retailer is leveraging the Adobe Experience Platform, part of Adobe Experience Cloud, to grow and retain its membership and deliver increased customer value with more personalized and data-driven marketing. 

In the past year, BJ’s has acquired new members at record levels, many of which skew younger and are more digitally engaged. To drive engagement and demonstrate the value of membership, BJ’s is partnering with Adobe to focus its membership and marketing activities on personalization, convenience and value. 

Utilizing Adobe Experience Platform, BJ’s obtains a unified view of the member experience, including real-time insights that the retailer applies to refine customer journeys, deliver new services, and customize messages across various channels.

Within Adobe Experience Platform, BJ’s is leveraging the real-time customer data platform, where a unified view of the customer experience is updated as interactions take place. This insight aids the personalization of content and messages for specific channels.

BJ’s is also deploying the Adobe Journey Optimizer feature, which enables personalization campaigns to be mapped out visually so members receive the most intuitive promotions. For example, customers who frequently purchase health and beauty items can be the first to get a category-specific promotion. 

And through Adobe Customer Journey Analytics, the company provides consistent member insights and a “single source of truth” for targeted marketing. Adobe also provides privacy controls and governance.

“We’ve made transformational progress as a company in the last year and we’re building on that momentum by making strategic investments to provide the most value and convenience to our members,” said Paul Cichocki, executive VP, chief commercial officer, BJ’s Wholesale Club. “By partnering with Adobe, we’re elevating our membership and marketing to deliver one, cohesive member journey across all touchpoints and better showcase the value of a BJ’s membership. With Adobe Experience Platform, we’ll meet our members where they are and with content and offers that are relevant to them.”

Headquartered in Westborough, Mass., BJ's Wholesale Club Holdings Inc. operates 219 stores and 148 fuel locations across 17 states in the eastern U.S.