BENTONVILLE, Ark. — Sam’s Club is revolutionizing retail media by transforming its Member Access Platform (MAP) into the industry’s first Retail Experience Network. This is a major step toward reimagining how brands connect with shoppers through meaningful, personalized experiences across every touchpoint.
In an article by Harvey Ma, Vice President and General Manager of Sam’s Club MAP, the company outlined a sweeping shift from traditional advertising to immersive, member-centric experiences powered by first-party data and AI. This new approach is designed to enrich shopping journeys both online and in-club, while also supporting measurable growth for brand partners.
“This transformation directly supports Sam’s Club’s mission to redefine the club channel and deliver exceptional value. With 42 years of history and a $90 billion business foundation, our continued growth is driven by members’ desire for faster, seamless shopping experiences,” Ma wrote.
“We’re building a network that goes beyond impressions, using first-party data to create personalized experiences that build trust, spark joy and drive measurable outcomes. For us, retail media isn’t just a revenue stream, it’s a way to enrich the member experience as well as support growth for brands alongside Sam’s Club. Importantly, any revenue generated through advertising is reinvested directly back into Sam’s Club operations, funding associate wages, club remodeling, new growth opportunities and more. At MAP, advertising doesn't extract value from the ecosystem — it enhances it.”
Beyond Media: Creating Experiences at Every Step
The Retail Experience Network integrates tools like Scan & Go Display Ads, onsite promotions, offsite campaigns, and in-club activations to deliver targeted, frictionless messaging. MAP’s Omni Experiences have already proven effective — one recent campaign generated a 9.6% sales lift and 40% new buyers.
Meanwhile, Scan & Go Display Ads have driven a 15.5% average sales increase and a 10x higher click-through rate than standard digital ads, cementing the power of real-time, mobile-first engagement.
Smarter tools for smarter targeting
The transformation also introduces a new suite of advanced data capabilities:
- Brand Lift: Tracks brand awareness and intent metrics alongside conversions.
- Customer Lifetime Value (CLTV): Helps brands identify long-term revenue potential.
- Multi-Touch Attribution (MTA): Offers unified, AI-driven measurement across platforms.
- Propensity Modeling: Uses AI to predict purchase behavior based on granular data.
These tools allow brands to make more informed decisions and craft highly personalized campaigns while minimizing irrelevant messaging.
Looking ahead, Sam’s Club MAP will begin integrating influencer—and creator-led content into its network and exploring generative AI tools for smarter product discovery, personalized search, and content generation. These innovations aim to streamline and humanize the digital shopping journey.
Advertising revenue is reinvested directly into club operations—from wages to remodeling—so Sam’s Club’s MAP approach reinforces its member-first ethos. And it’s working: membership renewals are at an all-time high, particularly among Gen Z and Millennial shoppers.
MAP’s evolution also recently helped Sam’s Club earn the No. 1 ranking among general merchandise retailers in the American Customer Satisfaction Index.
“MAP is building more than media campaigns — we’re creating meaningful experiences that deliver real value for both members and brands. Our experience-driven approach is already resonating, with Sam’s Club recently ranking No. 1 among general merchandise retailers in the American Customer Satisfaction Index,” Ma wrote.
