Technology
Sam’s Club Introduces Display Ads on Scan & Go
The rollout of display ads in the Scan & Go feature of Sam’s Club’s mobile app will allow advertisers to reach more members and offer a more engaging experience.
Sam’s Club has announced an innovative update to its Member Access Platform (MAP), introducing display ads via the Scan & Go service. This new feature aims to help members discover products in real-time while shopping and provides advertisers with a unique opportunity to engage with customers at the point of purchase.
Measuring Shopping Behavior and Ad Performance
The integration of display ads into Scan & Go will allow Sam’s Club to measure member shopping behavior and ad performance through MAP’s closed-loop attribution system. This system tracks the effectiveness of advertisements and their impact on purchasing decisions within the club, providing valuable insights for advertisers.
How Scan & Go Works
The Scan & Go service enables members to use their mobile devices to scan items as they shop, pay through the app, and bypass the checkout line. Over the past three years, the usage of this convenient feature has increased by 50%, reflecting its growing popularity among Sam’s Club members.
Dynamic Display Ads for Enhanced Engagement
Members who opt-in to use Scan & Go will now encounter display ads on the cart page. These ads refresh with each new product scan, allowing advertisers to reach members at the crucial point of conversion. This dynamic feature has the potential to drive incremental sales by highlighting relevant products and promotions during the shopping experience.
Bridging Physical and Digital Shopping Experiences
“This launch represents another step forward in Retail Media 2.0, characterized by the blending of physical and digital experiences,” said Andrew Lipsam, founder and chief analyst of Media, Ads + Commerce. “By integrating display ads into the Scan & Go feature, Sam’s Club is introducing a new dimension to the shopping journey that can benefit both customers and advertisers.”
Sam’s Club‘s introduction of display ads on Scan & Go marks a significant development in retail media, enhancing the shopping experience for members while offering advertisers a powerful tool for reaching their audience.