Sam’s Club®, a division of Walmart Inc. and a leading membership warehouse club, is announcing that advertisers can now attribute in-club purchases to their search ads. This innovation means Sam’s Club is among the first and possibly the only retail media platform to connect search and sponsored product ads to offline sales.
Because of the real-time nature of consumer search, advertisers have had longstanding challenges attributing sales to specific campaigns. In-store attribution was especially difficult. Other retailers may offer offline reporting metrics, but they rely on loyalty card purchases or panel data, which are estimates that do not include all consumer purchase behavior.
In contrast, Sam’s Club Member Access Platform (MAP) has real-time, first-party omnichannel data on member transactions, including in-club, in-app and web. As a result, MAP delivers accurate transaction data, without extrapolation or panel estimates. For the first time, advertisers have the ability to see exactly what revenue is generated by which ads, including search and sponsored products campaigns.
Source: Sam’s Club
Omni Talk is the retail blog for retailers, written by retailers. Chris Walton and Anne Mezzenga founded Omni Talk in 2017 and have quickly turned it into one of the fastest growing blogs in retail. 