In a bid to merge physical and digital shopping experiences, Sam’s Club has integrated display advertisements into its Scan & Go feature within its mobile app, part of its Member Access Platform (MAP). This move not only aims to make shopping more convenient for members by allowing them to use their mobile devices to scan items, complete payments, and skip checkout lines but also provides advertisers with a unique opportunity to reach consumers at the point of purchase. The Scan & Go feature has witnessed a 50% increase in adoption over the past three years, with one-third of members regularly using it.
Enhancing the Scan & Go with Display Ads
Innovative Ad Integration on the Cart Page
The new display ad feature is designed to appear on the cart page, with ads dynamically refreshing after each item is scanned. This setup helps members easily find items and discover new products while they shop, creating a more engaging and informative shopping experience. By seamlessly integrating advertisements into the self-checkout app, Sam’s Club MAP has become the first retail media platform to merge ads within a self-checkout experience. This is a significant innovation, signaling the company’s dedication to staying ahead in the competitive retail market while offering added value to its members.
The display ads are not just a tool for product discovery – they also serve to enhance the user experience by making shopping more efficient and personalized. The dynamic nature of these ads, which refresh as new items are scanned, ensures that the content remains relevant and useful to the shopper. This integration is particularly advantageous for advertisers, as it allows them to reach consumers at a critical moment – when they are making purchasing decisions. By targeting members in real-time, advertisers can drive potential incremental sales of related products, thereby boosting their overall sales performance.
Supporting Advertisers with Data-Driven Metrics
Measuring Advertising Performance
A key aspect of this initiative is Sam’s Club’s commitment to improving ad performance through closed-loop attribution. This means that the company will measure key advertising metrics such as return on ad spend (ROAS), click-through rate (CTR), incremental sales, and conversion rates. By closely monitoring these metrics, Sam’s Club can provide advertisers with valuable insights into the effectiveness of their campaigns, helping them refine their strategies and achieve better results. This data-driven approach underscores the company’s dedication to transparency and accountability in its advertising practices.
The introduction of display ads in the Scan & Go feature represents a win-win situation for both members and advertisers. Members benefit from a more streamlined and enjoyable shopping experience, while advertisers gain access to a highly engaged audience at the point of conversion. This development is part of Sam’s Club’s broader strategy of blending physical and digital experiences, a concept they refer to as “Retail Media 2.0.” By continually innovating and enhancing their offerings, Sam’s Club is paving the way for a more integrated and effective retail media landscape.
Expanding Advertiser Reach and Improving Customer Experience
In an effort to blend the physical and digital shopping experiences, Sam’s Club has implemented display advertisements into its Scan & Go feature within their mobile app. This initiative is part of the retailer’s Member Access Platform (MAP). The goal is not just to simplify shopping for members by enabling them to use their smartphones to scan items, pay, and bypass checkout lines, but also to provide advertisers with a unique channel to reach consumers directly during their shopping journey. This digital integration offers a dual benefit: enhanced convenience for customers and a targeted opportunity for advertisers. Over the past three years, the Scan & Go feature has seen a significant 50% uptick in usage, with approximately one-third of Sam’s Club members regularly utilizing this tool to streamline their shopping trips. This growing adoption highlights the increasing preference of consumers for technology that saves time and enhances the shopping experience, all while integrating promotional content seamlessly into the process.
