Walmart rebrands Sam’s Club media network as part of new unified global ad strategy
Walmart Inc. is launching a new chapter in its global advertising business.
The retail giant is bringing together its retail media businesses — Walmart Connect U.S., Walmart Connect International and Sam’s Club Member Access Platform — together as part of a global commerce media strategy. It will be led by Seth Dallaire, chief growth officer of Walmart Inc. (In the company's most recent quarter, Walmart’s global advertising revenue grew 37%; Walmart Connect’s revenue increased 44%, excluding Vizio.)
In announcing the strategy, Walmart said it is looking to combine scale, full-funnel advertising solutions and first party measurement signals to drive ”durable” growth for advertisers while creating more relevant shopping experiences for customers wherever they choose to shop. The company is increasing alignment across the three businesses through shared technology, tools, platforms and capabilities, which it said will enable faster innovation and a more consistent advertiser experience across its global advertising ecosystem.
“The future of commerce media isn't about advertising in a single channel but understanding and serving customers and members wherever and however they choose to shop,” stated Dallaire. ”Walmart has a unique advantage because we interact with customers everywhere: in stores and clubs, online, through membership, across marketplaces and increasingly through connected media experiences. Few companies can connect those touchpoints at our scale. Our vision is to bring them together in a way that helps customers and members discover what they need more easily while giving advertisers the insights and measurement they need to grow their business.”
Sam’s Club
As part of the new strategy, Sam's Club's Member Access Platform (MAP) retail media network is being rebranded as Sam's Club Connect. More than a name change, the move reflects the evolution of a business that has expanded significantly in recent years, strengthening its capabilities and deepening advertiser partnerships, the company said.
“As the business evolved, the opportunity emerged to create a brand identity that more clearly reflects its position today while aligning more closely with the Sam's Club master brand and Walmart's broader commerce media vision,” Walmart said in a blog on its website. “Built around members, breakthrough experiences and clearer proof, Sam's Club Connect helps advertisers better understand the member journey and drive measurable business outcomes.
Walmart Connect U.S., Walmart Connect International and Sam’s Club Connect will operate separately to serve the "unique needs" of their markets. But “they are increasingly aligned around a shared vision to create greater value through connectivity and innovation,” Walmart said.
