Sam’s Club Unveils Dynamic Consumer Engagement and Feedback Community to Co-Create Products with Members
06 Juin 2024 - 3:01PM
Business Wire
Pioneers a crowdsourced process to capture and
act upon feedback from its Member’s Mark Community, which has
emerged at scale with 50,000 engaged participants
Sam’s Club, one the world’s leading retailers and digital
innovation pioneer, today announced a new, consumer-driven process
to retail that dynamically engages with members to shape and
contribute to Member’s Mark, the private brand offered exclusively
at Sam’s Club. This Member’s Mark Community emerged from stealth at
unprecedented scale with 50,000 actively participating
consumers.
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The Member's Mark Community enjoying the
Member's Mark grill. (Photo: Business Wire)
Through the Member’s Mark Community, an opt-in network, Sam’s
Club has unveiled a new level of personalization and participation
in the retail industry, designed to enhance the member experience.
With this level of dynamic consumer engagement, members play a
pivotal role by providing valuable input on products before they
reach clubs – from voting on exclusive flavors to rigorously
testing and trialing new items. The continuous flow of feedback
serves as the cornerstone for guiding the large-scale development
of products, ensuring that offerings consistently align with
members' evolving needs and preferences.
“At Sam’s Club, we have a long history of listening to feedback
from our members and putting their needs at the center of
everything we do. It’s an integral part of how we develop our
Member’s Mark products, and in today’s ‘experience economy,’ our
approach sets us apart from other retailers in ways that deliver
real value to our members,” said Megan Crozier, chief merchant for
Sam’s Club. “Our approach goes beyond traditional focus groups and
surveys, with true engagement that will shape the future of retail
by creating more personalized experiences for our members. And this
collaboration is already happening at scale, with input flowing
from 50,000 active members, and we see the opportunity to include
all members in the future.”
This season’s Member’s Mark grill offering illustrates the
community in action. The product development team identified avid
grillers through a questionnaire verifying a wealth of experience
and a genuine passion for grilling; they then distributed 20
prototypes to members in the Dallas-Fort Worth Metro Area. Members
tested the grills – cooking, filming and reviewing their
experiences. Their feedback led to the development of a grill that
included adjusted features to ensure it was tailor-made to resonate
with members' needs and preferences.
“The future of customer engagement is participatory as retailers
and customers collaborate in commerce to create win-win
experiences,” said R “Ray” Wang, CEO of Constellation Research, a
Silicon Valley based research and advisory firm. “Sam’s Club is
pushing the boundaries of retail in today’s experience economy with
customer engagement strategies designed to get to the promises of
collaborative commerce.”
Currently, the community primarily seeks feedback from members
who mirror the broader Sam's Club membership base. The next phase
will offer all Sam's Club members the opportunity to become
collaborators and partners with the brand.
Sam’s Club relaunched Member's Mark in 2022 as a purpose-driven
brand with a commitment to give members access to a better quality
of life, while delivering the latest trends at affordable prices.
Member’s Mark products have a focus on quality, innovation and
regeneration, in direct response to member feedback, which showed
they want to purchase products that align with their values, such
as care for people's wellbeing and the environment.
The Member's Mark Community builds on Sam’s Club’s commitment to
deliver an exceptional member experience and further enhances its
convenience offerings such as Curbside Pickup, Scan & Go, and
its most recent innovation: launching exit technology at scale.
About Sam’s Club
Sam’s Club®, a division of Walmart Inc. (NYSE: WMT), is a
leading membership warehouse club offering superior products,
savings and services to millions of members in nearly 600 clubs in
the U.S. and Puerto Rico. Now in its 41st year, Sam’s Club
continues to redefine warehouse shopping with its highly curated
assortment of high-quality fresh food and Member’s Mark® items, in
addition to market leading technologies and services like Scan
& Go™️, Curbside Pickup and home delivery service in select
markets. To learn more about Sam's Club, visit the Sam's Club
Newsroom, shop at SamsClub.com and interact with Sam's Club on
LinkedIn, X (formerly Twitter), Facebook, Instagram, TikTok and
Pinterest.
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version on businesswire.com: https://www.businesswire.com/news/home/20240606817218/en/
Haley Maxwell Haley.maxwell@walmart.com
Walmart (NYSE:WMT)
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