At Sam's Club Member Access Platform (MAP), we know that retail media is steadily growing more complex, and that’s compelling brands to look beyond impressions and clicks. That's why we’ve launched Omni‑Impact™, a breakthrough in retail media measurement that redefines how brands understand and optimize campaign performance. Omni‑Impact is not just another attribution tool. It’s a smarter, more strategic way to measure media effectiveness powered by AI, built on Sam’s Club’s proprietary membership data and designed to elevate the impact of every dollar spent with MAP. Unlike traditional multi-touch attribution models that rely on fragmented data and probabilistic assumptions, Omni‑Impact uses deterministic data from our closed-loop ecosystem to track performance with unmatched precision. Advertisers can finally see exactly what’s driving incremental sales across MAP channels and over time, with the clarity, consistency and confidence they need to make every dollar count.

On a sunny October day in Illinois, 54,000 runners gathered to take part in the 47th Bank of America Chicago Marathon. People from over 100 countries and all 50 states came to compete in one of the world’s most prominent races. They also came to shop.  “There’s the running marathon and then there’s the shopping marathon,” Terry Symonds said. She, along with two friends, came to the Midwest from Australia to participate in the event. “You have a whole bunch of shops here that we don’t get in Australia. … It’s a big shopping experience.”  Symonds and her group of friends estimated they would each spend around $500 in stores on the days surrounding the race.

A study released today by R.R. Donnelley & Sons Company reveals that traditional marketing channels, including word of mouth, direct mail, and in-store signage, are largely untapped by marketers. The study, based on surveys of both marketing professionals and consumers, uncovers significant differences between marketer assumptions and what consumers say actually influences their brand awareness and purchase decisions. The survey results underscore four key themes that all point to the power of traditional marketing methods and how social and digital marketing continue to evolve: Theme 1: It’s time to redefine (and re-engage) word of mouth - Word of mouth traditionally refers to consumers sharing product and brand recommendations with one another verbally. Today, this has evolved to include interactions between acquaintances on social media. Theme 2: Gen Y is most excited to receive direct mail - More than half (51%) of consumers were more excited to receive direct mail in the past year than they were in the year prior, with the highest levels among Gen Y (65%), Gen Z (57%), and Gen X (53%). Theme 3: Dear retailers, are you ready to return to normal? The good news for the retail sector is that 62% of consumers are eager to return to their pre-pandemic shopping habits. More than a third (35%) of consumers admit that the changes they made to their shopping habits due to the pandemic will only last less than 6 months. Theme 4: Pinterest and TikTok on the rise while influencers wane - While consumers indicated their preference for some forms of traditional marketing channels, their engagement with brands online and via social media continues to evolve, posing additional complexities for marketers looking to connect with their audiences.