Retail giant Sam's Club alters the way it gauges advertisement effectiveness within its media outlets
Sam's Club Unveils Innovative Retail Media Measurement Tool: Omni-Impact
Sam's Club, a division of Walmart Inc., has launched a groundbreaking retail media measurement tool called Omni-Impact. This innovative tool is designed to redefine how brands understand and optimize campaign performance, as part of Sam's Club's Member Access Platform (MAP) transforming into the first-ever Retail Experience Network.
At Progressive Grocer's 2025 GroceryTech event, Sam's Club was a key participant, where they shared insights on the tool alongside other retail giants such as Albertsons.
Omni-Impact offers a 12-month, longitudinal view of campaign performance across MAP channels, going beyond traditional attribution models. Unlike traditional models that often measure immediate or last-touch effects, Omni-Impact leverages AI-powered analysis of Sam’s Club’s rich member data to deliver a more holistic and extended evaluation of media effectiveness.
This tool provides a full-funnel, cross-channel, and cross-seasonal view, scientifically quantifying how multiple engagements build over time before a member takes action. It offers insights into long-term member loyalty and how to replicate success.
One of the key features of Omni-Impact is its ability to measure true incrementality, going beyond first- and last-touch attribution and traditional multi-touch attribution models. Advertisers can use Omni-Impact to see exactly what's driving incremental sales across MAP channels, whether a member engages with Sponsored Products, Display, offsite, or email.
The goal of the Retail Experience Network is to turn traditional ads into personalized, seamless experiences that enhance shopping and spur brand growth. Omni-Impact is deeply integrated with the Member Access Platform, which harnesses 100% traceable member journey data, omnichannel fulfillment capabilities, and personalization. This closed-loop measurement environment, augmented by clean room technology and AI, enables precise media attribution and advanced audience targeting beyond what conventional retail media tools offer.
Moreover, Omni-Impact provides simulation of media mix strategies and customized predictive budget guidance based on each advertiser's historical data and category-specific dynamics. This strategic approach helps advertisers optimize spending and campaign planning in a way that traditional models typically cannot, ensuring more precise and actionable marketing decisions.
In summary, Omni-Impact's innovation lies in its ability to measure campaign impact longitudinally and holistically rather than at isolated touchpoints, utilize proprietary member data and AI to generate actionable insights and predictive budget models, integrate omnichannel and closed-loop data to provide highly accurate attribution and personalization, and support strategic media mix optimization tailored to brand and category specifics.
This comprehensive, data-driven, and AI-enhanced approach redefines retail media measurement by emphasizing scientific rigor, long-term impact, and strategic media investment, setting it apart from traditional media effectiveness models focused on immediate and siloed metrics.
[1] Source: Sam's Club press release [2] Source: Progressive Grocer's 2025 GroceryTech event [3] Source: Sam's Club Member Access Platform (MAP) website [4] Source: Walmart U.S. ranking on Progressive Grocer's 2025 list of the top food and consumables retailers in North America [5] Source: Sam's Club claims about Omni-Impact's impact on campaign performance
In the realm of finance and technology, Sam's Club has introduced Omni-Impact, a retail media measurement tool that revolutionizes business strategies. This innovative solution, deeply integrated with their Member Access Platform, offers a comprehensive, data-driven, and AI-enhanced approach to retail media measurement, transcending traditional models by focusing on long-term impact, strategic media investment, and scientific rigor.
Advertisers, particularly those in the business sector, can harness Omni-Impact to measure true incrementality, utilize rich member data analysis, and optimize their spending across various MAP channels for increased efficiency and growth.
