Sam’s Club App Redesign Embraces Global Strategy and Retail Media Growth
Sam’s Club has rolled out a major redesign of its mobile app and website, signaling a strategic push toward a more global, flexible and media-rich shopping experience. The refresh centers on a more intuitive user journey, giving members clearer control over how they want to receive their purchases while unlocking new opportunities for retail media within the platform.
Global Intent Center Streamlines Fulfillment Choices
At the heart of the update is the introduction of a “global intent center” – a new interface that prompts users to choose their preferred fulfillment method early in their shopping session. Whether customers prefer curbside pickup, in-club pickup or ship to home, this feature ensures the rest of the shopping experience reflects that intent.
It’s a subtle but significant change, especially for a membership-based warehouse model where trip planning and logistics matter deeply. This capability not only improves convenience for users but also aligns well with Walmart’s broader fulfillment infrastructure, which Sam’s Club can potentially leverage for scale and speed.
App Advertising Gets a Retail Media Upgrade
The redesigned app also reflects Sam’s Club’s growing focus on retail media monetization. Product pages now support better video integration, richer imagery and improved ad placements – giving advertisers more room to highlight features and engage shoppers contextually.
These enhancements make the app more than just a transactional tool – it becomes a discovery engine, where brands can tell visual stories and reach in-market shoppers at the right time.
A Gradual Rollout with Strategic Intent
Rather than launch to all users at once, Sam’s Club began the redesign with a small percentage of its app audience, allowing for testing and refinement before full deployment. This measured approach supports member trust, reduces friction and provides time to optimize new features across diverse user groups.
What This Means for the Future
As digital and physical retail continue to converge, Sam’s Club is positioning its app as both a logistics hub and a media platform. The move strengthens its warehouse club model while opening doors for greater integration with Walmart’s supply chain and advertising ecosystems.
