Sam’s Club predicts customer purchase behavior with AI
Sam’s Club is giving advertisers participating in its retail media network new insight into what customers are likely to buy in the future.
The warehouse club retailer, a subsidiary of Walmart, is introducing new predictive precision targeting capabilities and new features of its Omni-Impact proprietary AI measurement tool. Both use customer data to help brands participating in its Sam’s Club Connect retail media network identify future growth opportunities and better understand the impact of their investments.
The Sam’s Club Member Access Platform (MAP) retail media network was rebranded as Sam’s Club Connect in August 2026. Now, the new Predictive Precision Targeting suite examines what could come next, using membership data and more than 400 intent signals to better understand what shoppers are likely to be interested in.
In addition, a Predictive Prospect Targeting & Lifetime Value (LTV) score helps advertisers identify high-potential prospects, reach them through focused campaigns built around specific objectives, and then predict the 12-month value of customers who convert.
Sam’s Club Connect is also applying predictive modeling beyond acquisition with a churn prevention & brand loyalty solution that looks for early signs that existing brand customers may lapse, giving advertisers a chance to reach them sooner.
And a General Merchandise (GM) Category Predictive Upgrade model applies predictive modeling to categories with long replacement cycles. It uses years of purchase history and signals from related products to identify when a member may be approaching an upgrade window.
For example, a recent soundbar, gaming console or streaming device purchase, combined with insights from past TV purchase history, could signal a household may be preparing to replace its TV or upgrade to one with a larger screen or better technology specifications within the next 60 to 90 days.
Omni-Impact upgrade
The Omni-Impact solution combines attribution and media mix modeling in one view, so advertisers can see which channels receive credit for a conversion and which drive incremental sales. The expanded measurement view now includes analysis of how in-store demos, direct mail, Scan & Go mobile shopping app ads and integration with Facebook and Instagram work together with other Sam’s Club Connect channels. AI-assisted recommendations can then help advertisers identify where shifting their media investment may improve performance.
“Membership changes what advertising can do,” said Harvey Ma, VP and GM, Sam's Club Connect. “Brands need a more connected approach that simplifies complexity and ties advertising investments directly to business outcomes, and membership makes this possible. Predictive targeting and Omni-Impact represent a shift in how advertisers can plan and prove the value of their investment.”
Based in Bentonville, Ark., Sam’s Club operates more than 600 clubs across the U.S. and Puerto Rico.
