The traditional warehouse‑club shopping trip—wandering aisles, hunting deals, filling a cart—has evolved into a truly omnichannel experience.
Retailers like Costco, Sam’s Club and BJ’s Wholesale Club are extending the membership‑club model via digital tools that amplify value for members, streamline supplier execution and accelerate fulfillment speed.
The member experience gets a digital boost
At Sam’s Club, the mobile app’s Scan & Go and checkout‑free gateway pilots are driving higher engagement and renewal — usage of Scan & Go has become a key factor in spending and retention.
Meanwhile BJ’s has modernised its order‑management and inventory systems to support “ship to home”, curbside and club pickups, deepening its omnichannel flexibility.
For Costco, e‑commerce is growing fast — digital sales rose ~15.6 % in fiscal 2025, signalling that members now expect the club experience across channels.
Why suppliers and brands need to rethink
The playbook for brand partners in club retail is changing:
- Products must perform both on the warehouse floor and the e‑commerce parcel.
- Retail media and first‑party member data are increasingly intertwined: club chains are monetising their fulfilment paths (pickup, delivery, ship‑to‑home) via targeted ads and offers.
- Inventory and replenishment precision matter more: digital orders spike faster and any stock‑out becomes a lost moment for both member and supplier.
The value proposition becomes clearer
For members, the promise is compelling: the “treasure hunt” is preserved, but enhanced with searchable discovery, reliable pricing and fulfilment flexibility — curbside, club pickup or home delivery.
For club operators, the recurring membership fee model now dovetails with digital commerce and logistics to deepen loyalty and increase spend per household. For suppliers, the shift means higher visibility into shopping intent and fulfillment paths — but also a higher bar for execution.
What’s next?
Expect three accelerants:
- A further shift of warehouse clubs into subscription/fulfilment platforms — digital becoming core, not peripheral.
- Smarter segmentation and personalization of the member base via digital signals (behaviour, fulfilment choice, channel use).
- Tighter integration of logistics, store‑fulfilment, and digital marketing. Operators will increasingly treat the club warehouse as both experience centre and fulfilment hub.
In the warehouse‑club world, the physical shell remains important — but the digital layer is fast becoming the differentiator. The model that once locked shoppers into weekend runs is now unlocking continuous omni‑channel engagement.
