BENTONVILLE, Ark. – Sam’s Club Connect is expanding its advertising capabilities with new AI-powered predictive targeting tools and enhancements to its Omni-Impact measurement platform, giving brands more ways to identify prospective customers and measure the business impact of their media investments.
The new Predictive Precision Targeting capabilities use Sam’s Club membership data, machine learning and more than 400 intent signals to identify members based on future purchase potential and long-term value. The models are designed to support advertisers across customer acquisition, retention and future purchase opportunities.
“Membership changes what advertising can do. 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,” said Harvey Ma, vice president and general manager, Sam’s Club Connect.
One of the new tools, Predictive Prospect Targeting & Lifetime Value, helps advertisers identify high-potential prospects and estimate the 12-month value of converting members.
In a test of P&G’s Cascade Platinum Plus, Sam’s Club Connect identified 800,000 households that had not previously purchased the product but were highly likely to do so. The campaign generated a 2.3x increase in marketing effectiveness. The model also projected that a targeted group of buyers would spend 71% more over the following 12 months than on their initial purchase. Sam’s Club said the prediction proved 94% accurate.
“The campaign showed us how much more precise we can be when we combine Sam’s Club member data with our understanding of the consumer,” said Jody Johnson, vice president Sam’s Club Team, Procter & Gamble. “Instead of focusing only on broad reach, we can identify households with greater potential to become new buyers and engage with audiences with the highest purchase potential.”
Sam’s Club Connect is also using predictive modeling to identify customers who may be at risk of leaving a brand and to anticipate purchases in general merchandise categories with longer replacement cycles.
At the same time, the company is expanding Omni-Impact, which combines attribution and media mix modeling to help advertisers identify which channels drive conversions and incremental sales. The platform now includes in-club demos, direct mail, Scan & Go ads, and Meta alongside existing Sam’s Club Connect channels.
AI-assisted recommendations can then help advertisers identify where changes in media investment could improve campaign performance.
The enhancements build on Sam’s Club Connect’s broader strategy to connect advertising investments more closely with business outcomes by using membership data, predictive technology and measurement.
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