Redefining the metrics of retail media: Sam's Club's new approach
Sam's Club Launches Omni-Impact: A Revolutionary Retail Media Measurement Tool
Sam's Club, one of the leading retailers in North America, has unveiled a groundbreaking retail media measurement tool called Omni-Impact. This AI-powered platform is designed to provide a comprehensive, omnichannel understanding of the full impact of media campaigns, going beyond traditional multi-touch attribution models.
Powered by Sam's Club's proprietary membership data, Omni-Impact simulates media mix strategies and delivers predictive budget guidance tailored to each advertiser's historical performance and category dynamics. The tool offers a 12-month longitudinal view of campaign performance across Sam's Club's Member Access Platform (MAP) channels, providing deeper insights into how various media exposures contribute to sales and customer actions.
Unlike conventional attribution, which typically assigns credit to various customer touchpoints in a conversion path, Omni-Impact aims to reveal the complete effect of media by integrating onsite, offsite, and in-store media data using advanced AI and proprietary technology. This enables Sam’s Club to optimize campaign budgets more effectively through media-mix modeling and incrementality testing that traditional models typically lack.
Omni-Impact's key functionalities and distinctions include:
- Full omnichannel measurement across online and offline stores, integrating sponsored products, display ads, DSP, and API data.
- AI-powered insights that go beyond attribution to quantify incremental sales impact from media spend.
- Near real-time performance measurement allowing continuous campaign optimization and strategic recommendations based on actual business outcomes.
- A focus on explaining AI-driven recommendations to increase marketer trust, unlike traditional models that may lack transparency in data-driven optimization.
Omni-Impact can track engagement with Sponsored Products, Display (including Scan & Go), offsite, and email. It is designed to redefine how brands understand and optimize campaign performance. The tool can scientifically quantify the impact of each MAP touchpoint across the funnel, measuring true incrementality that goes beyond first- and last-touch attribution and traditional multi-touch attribution models.
The launch of Omni-Impact is part of MAP's transformation into the first-ever Retail Experience Network. This network aims to turn traditional ads into personalized, seamless experiences that enhance shopping and spur brand growth. Sam's Club, a division of Walmart Inc., operates 600 clubs in the United States and Puerto Rico and is a keynote speaker at Progressive Grocer's 2025 GroceryTech event.
Other retailers, such as Albertsons and Dollar General, will discuss their approaches to in-store and out-of-store retail media at Progressive Grocer's GroceryTech event. Albertsons Media Collective has been breaking down silos in measurement, as discussed in a TWIG Video. H-E-B has also added a self-service option to its Retail Media Network, according to a conversation with retailer and solution provider Epsilon.
In recognition of its significant contributions to the retail industry, Walmart was named one of Progressive Grocer's Retailers of the Century. Walmart U.S. is ranked No. 1 on Progressive Grocer's 2025 list of the top food and consumables retailers in North America, and Sam's Club is ranked No. 8.
With Omni-Impact, Sam's Club is setting a new standard for retail media measurement, offering advertisers a more holistic and insightful tool to understand the impact of their campaigns on sales and customer engagement.
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