Sam’s Club expands review content, influencer access for ad partners
Sam’s Club is rolling out several new features for advertisers participating in its retail media network.
The warehouse club retailer, a division of Walmart, is releasing new solutions and capabilities for its Sam’s Club Member Access Platform (MAP) retail media network.
Sam’s Club is now offering MAP participants the following new options:
- Expert review videos. MAP is integrating credible, expert-led video review content directly into the online shopping experience at the point of consideration.
- Demo cart tablets. After scanning their membership ID, customers who sample products at a demo cart can submit a rating and review on the spot. These reviews are automatically published to the product’s detail page, increasing the volume of ratings. In addition to enhancing customer experience, this capability creates a measurement tool that allows advertisers to track how in-store demos influence sales over time, all directly tied to customer membership IDs.
- MAP Influencer Program. Participating brands now have access to the Sam’s Club Creator Network, a vetted group of influencers that provide social-first content, letting them combine creator content with MAP’s first-party deterministic data and closed-loop measurement.
- MAP Rest of Market (ROM) analysis. MAP can now measure how campaigns influence performance beyond Sam’s Club by leveraging its membership model and deterministic IDs, utilizing Circana technology. MAP ROM provides visibility across the broader U.S. marketplace, helping enable advertisers to evaluate total incremental sales, incremental return-on-ad-spend (iROAS) and new buyer acquisition across retailers.
- Integration with Meta. Through integration with Meta, brands can reach Sam’s Club members on Facebook and Instagram while still tying exposure back to verified transactions utilizing membership data and enabled through a LiveRamp clean room environment.
Sam’s Club builds up retail media network
Sam’s Club has been bolstering its targeted ad capabilities. In June 2025, the retailer released a solution called Omni-Impact that uses deterministic data from its closed-loop ecosystem to let advertisers see what is driving incremental sales across all MAP on-site and off-site channels and over time.
The retailer also added display ads to the Scan & Go feature of its mobile app in July 2024, and began providing MAP participants full-funnel video advertising onsite, in-app and offsite in December 2023.
[READ MORE: Sam’s Club adds video to retail media network capabilities]
In addition, Sam’s Club offers the following features to MAP advertisers:
- Brand lift: Incorporates upper-funnel metrics, such as brand preference, favorability and purchase intent, into MAP’s existing conversion reporting. This enables brands to optimize campaigns around objectives such as product launches or new brand positioning.
- Customer lifetime value (CLTV): Integrating CLTV and longitudinal measurement, Sam’s Club intends to help brands better understand the full value of a consumer to refine their media strategies based on buyer segments, behaviors and potential long-term ROI.
- Multi-touch attribution (MTA): This AI-based feature offers unified measurement across all channels in an effort to help brands understand how every touchpoint contributes to conversion, supporting better planning and media mix optimization based on how customers actually move through the path to purchase.
- Propensity modeling with signal fidelity: Utilizing dynamic AI and machine learning, Sam’s Club predicts which MAP members are most likely to engage based on data such as past purchases, product preferences, demographics and shopping behavior. These models adapt based on category (e.g., consumables vs. beauty) and are designed to reduce irrelevant impressions.
Other MAP capabilities Sam’s Club has deployed in the past couple of years include connecting search and sponsored product ads to offline sales, as well as attribution of in-store purchases to advertisers’ search ads.
Looking ahead
Over time, Sam’s Club says artificial intelligence will further streamline how campaigns are planned, activated and measured and it plans to develop more intelligent, agent-driven systems that will help reduce friction, increase speed and deliver stronger outcomes for advertisers and better experiences for customers.
“By connecting engaging experiences, closed-loop measurement and advanced technology, MAP is building a fully integrated system designed to drive meaningful outcomes for both members and partners,” Sam’s Club said in a corporate blog post.
Based in Bentonville, Ark., Sam’s Club operates more than 600 clubs across the U.S. and Puerto Rico.
