Ryan Burns of Sam’s Club Member Access Platform (MAP) & Andrew Lipsman of Media, Ads + Commerce spoke about the current & next waves of retail media through the Sam's Club journey. • Retail Media 1.0: The club’s membership model attributes sponsored search ads to in-club transactions. • Retail Media 2.0: Onsite + Offsite. Engaging members with in-club display screens, including mobile devices through the Scan & Go app. 15-30 second videos can be part of MAP’s #omnichannel campaigns. • Retail Media 3.0: Experiential, product sampling and closed-loop attribution across formats (e.g., its partnership with Freeosk). Some other takeaways from the session at #RetailMediaSummit in Chicago: “In-store is the next phase we want to penetrate with #retailmedia. We have the opportunity to engage shoppers in a meaningful, complimentary way that inspires them," Burns said. – 30% of members are leveraging Scan & Go while in-club today. – Over 50% of members are digitally engaged, including some in-club. – The search experience is grounded in generative #AI.
Xingyu Zhao
2w
Don't miss it!
Gita Bhatia
1w
Great panel!!!
VP of Advertising Strategy & Sales at NRS Digital Media
2wGreat panel!