Creating Measurable Retail Experiences
Sam’s Club MAP has rebranded as a Retail Experience Network (RXN), shifting focus from ad impressions to immersive, measurable member experiences. Harvey Ma, VP and GM of Retail Media, shared the new direction live from Groceryshop 2025.
Key Changes and Innovations
- RXN now emphasizes experiential marketing – from NASCAR tie-ins to in-club sampling.
- A new app platform powers personalized, dynamic retail media across channels.
- AI and agentic technology are streamlining campaign execution and personalization.
- Sam’s Club is leveraging Omni Impact, a tool that ties media engagement to individual member behavior.
In-Club and Beyond
Ma highlighted how redesigned clubs (like in Tempe, AZ) repurpose space for hands-on product experiences like riding bikes or sampling goods.
In Nashville, a NASCAR partnership launched a new club with a race car, simulators, and concerts, offering race tickets to new members and tracking conversions through integrated measurement tools.
Personalized Media Across Touchpoints
From Scan and Go to traditional checkout, Sam’s Club tailors engagement formats by generation and preference. Whether members want speed or personal interaction, the RXN model adapts.
The Future: AI, Experience, and Attribution
Looking ahead, Ma sees three pillars shaping retail media: precise measurement, immersive experience, and AI-driven innovation. The goal is agent-to-agent transactions that simplify and personalize the shopping journey.
