Sam’s Club provides new measurement tool for retail media network
Sam’s Club is providing a “central source of truth” for campaign performance on its retail media network.
The warehouse club retailer, a division of Walmart Inc., is now providing advertisers participating in its Sam’s Club Member Access Platform (MAP) retail media network access to the Media and Sales Performance Dashboard. This integrated dashboard combines Sam's Club MAP campaign metrics and sales performance in one place, enabling advertisers to track media impact on business outcomes.
The new offering is a consolidated, self-service innovation for both sponsored product ads and display campaigns, together with sales performance, in a single interface. The dashboard seamlessly integrates with the POS platform, also known as MADRID, that Sam’s Club advertisers and merchants use to track sales. This platform is the same solution used internally by Sam's Club MAP.
The Media and Sales Performance Dashboard provides advertisers with visibility into item sales, new buyers, and in-store attribution from search and total ad attributed sales. This visibility enables continuous iteration and improvement on active campaigns to drive business outcomes, as well as optimizations in-flight.
Sam’s Club MAP is partnering with Circana to bring the Media and Sales Performance Dashboard to advertisers. The retailer is initially offering the integrated dashboard to select advertising partners and plans to onboard more in the coming months.
“We understand the power that analytics can have on advertiser campaigns which is why we are delivering this new integrated dashboard,” said Lex Josephs, VP and GM of Sam's Club MAP. “It is the latest in an ongoing stream of continuous innovations we’re providing to deliver faster, more actionable insights. It gives advertisers access to performance metrics, enabling them to optimize campaigns while they are still in flight, driving stronger business outcomes.”
Sam’s Club augments retail media network partner program
Sam’s Club has been bolstering its targeted ad capabilities. In July 2023, the retailer provided advertisers participating in its retail media network the ability to see what revenue is generated by which ads, providing measurable return on ad spend (ROAS) for omnichannel campaigns and connecting search and sponsored product ads to offline sales.
In addition, Sam’s Club began allowing customers to add products to their online cart directly from MAP ads. Other MAP features aimed at advertisers included the ability to target category or “browse pages,” in addition to previously available search and keyword targeting, as well as the ability to showcase “hero” products or new offerings in ads.
In April 2023, the retailer began offering retail media network members access to the MAP Partners Club. The organization of authorized third-party partners launched with three technology companies — CommerceIQ, Pacvue and Skai — and two managed service partners — Flywheel and Stackline.
Partners can help advertisers participating in MAP add features such as bidding and budget optimization, day-parting, and advanced analytics and insights to their campaigns. MAP participants can immediately buy sponsored product ads and promotional technologies provided by Commerce IQ, Pacvue and Skai, using a self-service interface.In addition, MAP advertisers can purchaseSam’s Club MAP ads via Flywheel and Stackline.
Sam’’s Club also recently began enabling MAP advertisers to attribute in-store purchases to their search ads. MAP collects real-time, first-party omnichannel data on customer transactions, including in-store, in-app and online.
And in February 2023, the retailer began making real-time, intelligently retargeted display advertising available across tens of thousands of sites on the open web through MAP. Provided in partnership with The Trade Desk and LiveRamp (RAMP), this offering leverages first-party member data, advertiser data and artificial intelligence (AI)-based, real-time behavioral insights from Sam’s Club.
Bentonville, Ark.-based Sam’s Club, a division of Walmart Inc., operates nearly 600 stores in the U.S. and Puerto Rico.