Sam’s Club finds value in intelligent retargeting of shoppers

Sam’s Club executives list member experience as their top priority, and as such the retailer is investing in technology which gives shoppers positive vibes when it comes to advertising, reports media company Talk Business & Politics.

Like parent Walmart, Sam’s Club knows ad revenue could increase net income. The retailer’s newest advertising program is called Member Access Platform, or MAP. According to Austin Leonard, MAP’s head of sales, Sam’s Club ad revenue has grown 50% over the last year, and technology is helping when it comes to the shopper.

An intelligent retargeting feature prevents ads from being delivered to shoppers who have already purchased the advertised product.

Sam’s Club also is working with The Trade Desk and LiveRamp to leverage member data unique to the retailer, advertising data and artificial intelligence-powered, real-time behavioral insights from Sam’s Club to make ad campaigns more innovative, effective and personalized, according to TB&P.

Data on purchase history, demographics, recent purchases of similar items, and basket size are being utilized by MAP for Sam’s Club, which is the only retailer using the intelligent data currently.

Suppliers also have been impressed about the retargeting technology.

The retargeting data provided to advertisers is virtually endless, and what makes it particularly valuable is it connects ads to membership data and behavior in real time.

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Sam’s Club says MAP advertisers have averaged almost a 30% increase in average return on ad spend since adding in-club sales to their attribution mix.