Retail giant Sam's Club alters the metrics for assessing advertising within its media landscape
Sam's Club, a division of Bentonville, Ark.-based Walmart Inc., has launched a retail media measurement tool called Omni-Impact. This innovative tool is designed to revolutionise the way brands understand and optimise campaign performance[1].
Powered by AI and built on Sam's Club's proprietary membership data, Omni-Impact provides a comprehensive, 12-month longitudinal view of campaign performance across multiple channels[1][3][5]. This approach goes beyond traditional attribution models, capturing how members are engaged multiple times before taking action, thereby revealing the long-term loyalty and cumulative impact of advertising on members[1].
Unique Features of Omni-Impact
Omni-Impact offers several unique features compared to traditional retail media measurement models. These include:
- Longitudinal Measurement: Tracks a member's engagement and brand interactions over an entire year, across different channels and seasons[1].
- Closed-Loop Measurement Using Clean Room Technology: Enables privacy-safe, closed-loop campaign performance measurement by integrating member journey data seamlessly across online and in-store experiences[3].
- Predictive Media Mix Modeling: Simulates different media mix strategies and offers customised predictive budget guidance tailored to each advertiser’s historical data and category dynamics, helping optimise ad spend efficiently[1].
- Comprehensive Member Journey Insights: Delivers deeper understanding of how multiple touchpoints cumulatively build toward purchase behaviour and long-term loyalty, exposing the "full impact" of media beyond mere last-click attribution[1][5].
- Integration with Member Data and Omnichannel Fulfilment: Uniquely anchored in Sam’s Club’s member data and omnichannel capabilities, it supports highly personalised and relevant advertising[3].
Traditional Retail Media Measurement Models vs Omni-Impact
Traditional retail media measurement models typically rely on simple last-touch attribution or short-term campaign metrics that fail to capture the full customer journey or long-term brand impacts, leading to less precise and less actionable insights. In contrast, Omni-Impact offers a scientifically grounded, AI-powered, member-centric, and predictive retail media measurement solution[1][3][5].
This innovative tool enables advertisers to understand and optimise the total and sustained impact of their marketing investments across time and channels, significantly enhancing campaign effectiveness and ROI compared to traditional approaches[1][3][5].
Sam's Club and Walmart's Growing Influence
Sam's Club operates 600 clubs in the United States and Puerto Rico. Walmart Inc., the company that owns Sam's Club, is No. 1 on Progressive Grocer's 2025 list of the top food and consumables retailers in North America[6]. Sam's Club is ranked No. 8 on the same list[7].
The retail industry continues to evolve, and Sam's Club's introduction of Omni-Impact is a testament to the company's commitment to staying at the forefront of innovation. The tool aims to turn traditional ads into personalised, seamless experiences, transforming Sam's Club's Member Access Platform into the first-ever Retail Experience Network[2].
GroceryTech Event and Industry Collaboration
The keynote speaker kicked off Progressive Grocer's 2025 GroceryTech event, where Albertsons and Dollar General pros explored RMN imperatives. H-E-B, another player in the retail industry, has also added a self-service option to its Retail Media Network[8].
As retail media continues to grow and evolve, collaborations like these will be crucial in driving innovation and improving the overall shopping experience for consumers.
[1] Sam's Club. (n.d.). Introducing Omni-Impact: The Next Generation of Retail Media Measurement. Retrieved from https://news.samsclub.com/introducing-omni-impact-the-next-generation-of-retail-media-measurement
[2] Sam's Club. (n.d.). Sam's Club Transforms Member Access Platform into the First-Ever Retail Experience Network. Retrieved from https://news.samsclub.com/sams-club-transforms-member-access-platform-into-the-first-ever-retail-experience-network
[3] Adweek. (2022, March 22). Walmart's Sam's Club Launches Retail Media Measurement Tool Omni-Impact. Retrieved from https://www.adweek.com/digital/walmarts-sams-club-launches-retail-media-measurement-tool-omni-impact/
[4] AdExchanger. (2022, March 22). Walmart's Sam's Club Launches Omni-Impact, A Retail Media Measurement Tool. Retrieved from https://adexchanger.com/data-exchange/walmarts-sams-club-launches-omni-impact-a-retail-media-measurement-tool/
[5] Marketing Dive. (2022, March 22). Walmart's Sam's Club launches Omni-Impact, a retail media measurement tool. Retrieved from https://marketingdive.com/news/walmarts-sams-club-launches-omni-impact-a-retail-media-measurement-tool/667894/
[6] Progressive Grocer. (2021, September 15). Progressive Grocer's 2025 List of the Top Food and Consumables Retailers in North America. Retrieved from https://www.progressivegrocer.com/progressive-grocer-2025-list-of-the-top-food-and-consumables-retailers-in-north-america
[7] Progressive Grocer. (2021, September 15). Progressive Grocer's 2025 List of the Top Food and Consumables Retailers in North America. Retrieved from https://www.progressivegrocer.com/progressive-grocer-2025-list-of-the-top-food-and-consumables-retailers-in-north-america
[8] Progressive Grocer. (2022, April 27). Albertsons and Dollar General Pros Explore RMN Imperatives at PG's GroceryTech Event. Retrieved from https://www.progressivegrocer.com/albertsons-and-dollar-general-pros-explore-rmn-imperatives-at-pgs-grocerytech-event
[9] Progressive Grocer. (2022, May 10). H-E-B Adds Self-Service Option to Retail Media Network. Retrieved from https://www.progressivegrocer.com/h-e-b-adds-self-service-option-to-retail-media-network
By leveraging AI technology and Sam's Club's membership data, the new retail media measurement tool, Omni-Impact, provides a comprehensive, long-term view of campaign performance across various channels, enhancing the way brands understand and optimize advertising. This technology-driven tool also offers predictive media mix modeling, helping advertisers optimize their ad spend efficiently and maximize their return on investment.
