Sam’s Club has announced that its Sam’s Club Member Access Platform (MAP) is now launching display ads via Scan & Go to help members find products when they shop.
The move also unlocks a new way to measure member shopping behavior and ad performance in-club with MAP’s closed-loop attribution.
Scan & Go allows members to use their mobile devices to scan items as they shop, complete payment, and skip the checkout line. Scan & Go use has increased by 50% over the past three years.
Members who opt-in to Scan & Go will now see display ads on the cart page that refresh after each new product scan. The feature also allows advertisers to reach members at the point of conversion and could drive incremental sales.
“This launch represents another step forward in Retail Media 2.0, which is characterized by the blending of physical and digital experiences,” said Andrew Lipsam, founder and chief analyst of Media, Ads + Commerce. “By integrating display ads into the Scan & Go feature, Sam’s Club is introducing a new surface to the shopping journey that can deliver value to both customers and advertisers.”
