Sam's Club Media with Steven H. Carroll

The CPG Guys Sri & PVSB are joined in this episode by Steven H. Carroll Associate Director - Retail Media and Advertising Product at Sam's Club.

Steven discusses all of the targeted media capabilities that Sam's Clubs offers to brands. Questions answered by him include: 

1. WMG and Walmart in general have really stepped up in all things digital and eCommerce in 2020 from WalmartPlus to drones to click & collect penetration & even the partnership with Instacart - what is Sam’s club following through on and leveraging from WMG?
2. Retail media has been around for years, it wasn’t until 2020 that WMG in particular has How has brand response been? Have brands realized this is a media moment and not a trade / sales only moment?
3. been at CES, top-to-tops and led the way for omnichannel partnerships. Are we seeing this same leadership on Sam’s? When will we?
4. Are you able to share with us any metrics about Sam’s overall penetration or growth in the media landscape? Is it primarily B2B and how different is that from WMG?
5. Could you share the details of all the various offerings Sam’s has for brands - display ads, SEM, retargeting and any others?
6. With Walmart merchandising roles becoming one in many categories it appears Walmart is heading down the omnichannel way. Does this mean we can expect Sam’s to follow and what implications does that have? 
7. How does one execute a campaign on Sam’s - is it self serve, do you get a team to work with? How are metrics reported?
8. A road to retail success for a brand passes through Walmart and Club through Sam’s- does Sam’s now actively reach out and meet with brands to define display on sams.com like the store? What’s the vision for this given ~ 500 + stores and 1 website are not the same reach? Can you share any metrics around reach?
9. How is Sam’s eCommerce business scaling and what are the hooks?
10. What is Sam’s role in leveraging technology advances? What can we expect?

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