Omni Talk Retail Why Sam's Club MAP's Retail Media Strategy Is All About Experience
Sep 30, 2025
Harvey Ma, the Vice President and General Manager of Retail Media at Sam's Club, shares insights on the company's shift towards a Retail Experience Network. He discusses the innovative NASCAR strategy that enhanced member engagement in Nashville and highlights their new app's dynamic features for personalized experiences. Harvey also delves into the future of retail media, emphasizing the role of AI and advanced measurement in creating memorable shopping interactions. With a background in engineering and retail, he offers fresh perspectives on redefining retail engagement.
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Experience-First Retail Media
- Sam's Club rebranded its retail media network as a Retail Experience Network to focus on measurable in-club experiences.
- Harvey Ma argues experiences leverage membership behaviors to create long-term measurable value for advertisers.
In-Club Interaction Drives Discovery
- Sam's Club removed some check lanes to free floor space for interactive product experiences.
- They use hands-on trials (ride bikes, try jewelry) to turn curiosity into purchase intent.
Use Local Events To Drive Membership
- Meet customers where they already are, mixing events and memberships to reduce barriers to entry.
- Use over-indexed promotions (e.g., event tickets) to overcome membership cost objections and drive trials.