Despite the buzz surrounding in-store retail media, most retailers are still struggling to move beyond the pilot phase. But Sam’s Club? They’ve done it, and done it well. After touring one of their clubs in Murfreesboro, Tennessee, with Harvey Ma, Head of Sam’s Club’s Member Access Platform, I witnessed firsthand how they’ve turned what’s typically a complex, fragmented endeavor into a well-oiled, data-driven ecosystem.

In this episode, I break down exactly how Sam’s Club is scaling its in-store retail media efforts, uniting their teams, and rethinking the shopper experience. From tech-powered measurement to their innovative “Retail Experience Network,” Sam’s Club is setting a new benchmark for what in-store retail media can achieve. If you’ve been curious about how physical retail can deliver digital-level insights and measurable sales impact then this episode is for you.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[01:12] – Why most in-store retail media programs get stuck in pilot purgatory.

[02:20] – The massive infrastructure and organizational hurdles that make scaling so tough.

[02:43] – Sam’s Club’s early investment and the simple principle guiding their approach: advertising exists to sell more things.

[03:07] – Introducing the “Retail Experience Network” and how it redefines in-store activations.

[04:00] – Behind-the-scenes of Sam’s Club’s IndyCar sponsorship and what made it a success.

[05:11] – How everyday tech like floor scrubbers and Scan & Go contribute to measurement and personalization.

[07:00] – Rethinking Joint Business Planning (JBP): how Sam’s Club integrates media and merchandising conversations.

[08:22] – A reality check on in-store media spend projections and why Sam’s Club’s model stands out.

Links & Resources

• Read my full article in The Drum, Sam’s Club shows how in-store retail media should really work
• Read my article Best Buy Wants To Become An Ad Platform, Not Just Another RMN
• Read my article The Last Mile of America: Inside Austin Leonard's Plan For Dollar General Media Network
• Read my article Brian Monahan's 'Bloody Obvious' Bets Are Shaking Up Albertsons Media Collective
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn