Redefining metrics in retail media: A transformation led by Sam's Club

Redefining metrics in retail media: A transformation led by Sam's Club

Sam's Club Unveils Advanced Retail Media Measurement Tool: Omni-Impact

Sam's Club, the American membership-only retailer, has launched a groundbreaking retail media measurement tool called Omni-Impact. This advanced tool is designed to provide a comprehensive, tactic-level view of campaign performance across full-funnel, cross-channel, and cross-seasonal dimensions[1][5].

Omni-Impact sets itself apart from traditional attribution models by scientifically quantifying how multiple branded engagements accumulate over time before driving member action. This approach offers a more accurate and holistic understanding of campaign effectiveness[1].

Key features of Omni-Impact include:

• Full-Funnel, Cross-Channel, and Cross-Seasonal Measurement: Omni-Impact tracks member interactions with campaigns across various touchpoints and over extended periods, reflecting realistic consumer journeys where members might encounter a brand multiple times prior to purchase[1].
• Use of Proprietary Member Data: Leveraging Sam’s Club’s deterministic (non-anonymized, traceable) member data allows for closed-loop measurement of advertising impact linked directly to members’ behaviors, increasing measurement precision compared to anonymous or probabilistic data[1][3].
• Long-Term Impact and Loyalty Insights: The tool uncovers how media exposures influence not only immediate sales but also long-term member loyalty, helping advertisers understand and replicate successful engagement patterns[1].
• Media Mix Simulation and Predictive Budgeting: Omni-Impact can simulate different media strategy mixes and deliver tailored, predictive budget recommendations based on an advertiser’s historical performance and category trends, enabling data-driven campaign optimization[1].
• Advanced AI and Data Science Integration: Developed with contributions from Sam’s Club’s Measurement, Insights and Data Strategy (MINDS) team, the tool incorporates AI-driven analytics, clean room technologies for privacy-safe data collaboration, generative AI for social listening, and machine learning to refine audience targeting and campaign experimentation[3].

By redefining retail media campaign measurement, Omni-Impact combines AI capabilities with rich, deterministic member data for scientifically grounded, actionable insights that help advertisers maximize ROI, optimize budget allocation, and cultivate long-term member loyalty. This elevates campaign evaluation from fragmented, short-term attribution to a holistic, member-centric model aligned with real-world shopping behavior[1][3][5].

The launch of Omni-Impact is part of MAP's transformation into the first-ever Retail Experience Network, aiming to turn traditional ads into personalized, seamless experiences that enhance shopping and spur brand growth. Sam's Club operates 600 clubs in the United States and Puerto Rico.

Progressive Grocer, a leading trade publication, has recognised Sam's Club as the eighth-largest food and consumables retailer in North America[2]. Walmart Inc., Sam's Club's parent company, holds the top spot on the same list[2]. Both Sam's Club and Walmart have been named among Progressive Grocer's Retailers of the Century[2].

Advertisers can now see exactly what's driving incremental sales across MAP channels with Omni-Impact, thanks to its precision in tracking performance within a closed-loop ecosystem[4]. This tool is set to revolutionize the way brands understand and optimize their campaign performance.

References:

[1] Sam's Club. (2021). Sam's Club Introduces Omni-Impact, Retail's Most Advanced Measurement Tool

[2] Progressive Grocer. (2021). Progressive Grocer's 2025 Retailers of the Century

[3] AdExchanger. (2021). Sam's Club's New Measurement Tool Aims to Revolutionize Retail Media

[4] Adweek. (2021). Sam's Club's New Measurement Tool Aims to Revolutionize Retail Media

[5] BusinessWire. (2021). Sam's Club Introduces Omni-Impact, Retail's Most Advanced Measurement Tool

Sam's Club's new measurement tool, Omni-Impact, utilizes advanced AI and data science integration to offer advertisers a more accurate and holistic understanding of campaign effectiveness, which includes insights into financial returns and technology-driven performance [3]. With Omni-Impact, advertisers can leverage Sam's Club's proprietary member data for closed-loop measurement, enabling them to gain long-term impact and loyalty insights that contribute to both immediate sales and long-term financial growth [1].

Read also: