Sam’s Club deploys FICO solution to boost member loyalty

Minneapolis Wal-Mart Stores’ Sam’s Club division is achieving higher-than-expected results from its eValues program, which creates customized offers based on purchase history. The program employs Minneapolis-based FICO’s Retail Action Manager as its core predictive technology platform.

The FICO solution is a marketing decision application that uses a combination of predictive analytics, rules, and optimization technology. Sam’s Club is the first retailer to automate the combination of these technologies to target highly customized digital offers to its members, according to FICO.

"Our strategy for success is based on employing member insights to make the best choices for our members, and with FICO predictive analytics and optimization, we can take into account a member's preferences, purchase history, and in-club product availability to maximize offer relevancy and profitability through our eValues program," said Linda Vytlacil, VP for member insights at Sam's Club.

The eValues offers are loaded electronically onto Sam’s Club’s shoppers’ membership cards.

“Members can view their offers any time at samsclub.com and via in-club kiosks, and the offer is applied automatically at check-out,” said Cindy Davis, executive VP for marketing, membership and e-commerce at Sam's Club. “To date, the results have included a higher-than-expected response from members."