Pioneering the Next Retail Frontier: The Experience Economy

When you think of the world’s most iconic brands, you may think of great products, exceptional service, or a loyal customer following. But in today’s consumer-driven economy, these brands increasingly differentiate beyond the transaction – delivering meaningful interactions at every touch point that create a truly elevated experience. At Sam’s Club, we believe unexpected, unforgettable, and connected experiences will redefine the future of retail.

When Sam Walton opened the first Sam’s Club in 1983, he brought a pioneer spirit to how people experience retail, pairing unbeatable prices with items members couldn’t find anywhere else. What started as an experiment more than 40 years ago has grown to a nearly $90 billion business today. And whilst a few things have changed throughout our history, Sam’s Club continues to capture the essence of Sam’s innovative spirit. Our startup mindset, willingness to take risks, and try new things – always in service of the member – has made us a pioneer in retail. From innovations like Scan & Go and our seamless exit technology, to the Clubhouse design thinking studio and our Grapevine club of the future, we’re creating new and enhanced experiences that improve the lives of our members and associates.

We’ve learned a lot from our recent innovations – all of which are components of ideas and are changing how we operate. As we look to the future, we’re taking our boldest step yet with the creation of a new Experience organization and establishing the role of Chief Experience Officer (CXO) at Sam’s Club – what we believe to be a first in the retail industry. I’m delighted to have Diana Marshall stepping into this critical role. This is an exciting evolution of our business and the essence of how we will turn our strategy into reality – creating seamlessly connected, world-class experiences that deepen our relationship with members.

Experiences Fueled by Data, Powered by Technology, Driven by Member Input

For Sam’s Club, it all starts with the member. We know what delights them and where they find friction – and that powerful data allows us to connect in a way that no one else does today. This includes how we build world-class products that increase engagement through more frequent, deeper interactions. These insights enable us to better understand their unique tastes, preferences, and shopping habits – do they shop online or in-club (or both)? What yogurt do their kids like? How can we anticipate what accessories complement their new Member’s Mark 5-Burner Gas Grill?

This type of personalization isn’t just surface-level recommendations. It’s dynamic engagement directly with our members that will help shape these tailored experiences. It helps us understand what people truly want. This collaboration at scale is already well underway, including regular input and feedback we receive from the 50,000 (and growing) active participants in our Member’s Mark Community who help co-create products to meet our members' evolving needs and preferences.

This deeper digital engagement and richer data allows us to build a unique retail advertising business that helps us reinvest in our members. And every step in this flywheel of connected member experiences only makes us stronger.

The Moment for the Club Model is Now

Everything we do always comes back to one question: what problem are we solving for members? For generations, retail has been defined by price and value, but that’s simply no longer enough. Members will always want quality items at the lowest cost, but they also want more convenience and true innovation that adds value back into their lives. They want a retail experience free of friction and frustration – one that elevates their life by anticipating what they need, giving them more than they expected.?

As we continue to pioneer the future of retail, members will come to know what it feels like to shop in the future: to have seamlessly connected, truly world-class experiences – unlike anywhere else in retail.