Sam’s Club is enhancing the shopping experience for its members with the introduction of display ads within its Scan & Go feature, a part of the Sam’s Club Member Access Platform (MAP). This innovation merges physical shopping with digital advertising, making it easier for customers to locate items while they shop in-club. The integration allows for dynamic ad placements that refresh with each item scanned, transforming the checkout process into an opportunity for product discovery.

The Scan & Go feature has gained notable traction, with a 50% increase in adoption over the past three years and now sees one in three members using it regularly. This platform represents a significant advancement in retail media by being the first to blend advertising with mobile self-checkout experiences. Members who choose to participate will view targeted ads that align with their shopping behaviors, a capability made possible through MAP’s closed-loop attribution system, allowing for precise measurement of ad performance.

Advertisers can leverage this feature to engage members at the critical point of conversion, potentially boosting sales of related products. Metrics such as return on ad spend (ROAS) and click-through rates (CTR) will provide crucial insights to brands advertising through this channel. Notably, brands like Unilever are among the first to utilize this advertising space, aiming to connect with a large member base effectively.

According to Andrew Lipsman, founder of Media, Ads + Commerce, this rollout marks a pivotal shift in Retail Media 2.0, emphasizing the integration of physical and digital shopping experiences. As Sam’s Club continues to innovate, it stands as a key player in the retail landscape, enhancing member experience while providing advertisers with valuable opportunities. The new display ads will be accessible in all clubs shortly, offering a glimpse into the future of retail shopping.