Sam's Club and Procter & Gamble detailed how P&G used Sam's Club's first-party data and retail media platform to target 800,000 households for a Cascade Platinum Plus dishwasher detergent campaign. The experiment resulted in a 2X increase in marketing effectiveness.

P&G aimed to reach warehouse club members who had not previously used the product, targeting consumers with related interests such as cooking enthusiasts. Harvey Ma, VP and general manager of Sam's Club Connect, stated that customers must scan a membership ID every time they shop at the warehouse club. "It's not just a transaction; it's the start of a relationship," Ma said. He added that tracking behavior over time helps Sam's Club and its partners create better customer experiences.

Jacques Hagopian, SVP of North America brand operations at P&G, stated that the convergence of communication and commerce represents a major shift in the industry. "We have retailers that are becoming media companies, and media companies that are becoming retailers," Hagopian said. He noted that the Sam's Club ecosystem provides a rich environment for retail media because members pay to shop within that model, allowing for engagement through content to convert inspiration into purchases.

Ma stated that the warehouse environment supports consumer activations including sampling, live demonstrations, and parking lot events. "Retail media is so much more than just the ads," Ma said. He added, "The ads are just a means to serve and sell products." Hagopian stated that artificial intelligence enables a continuous flow of communication and optimization in real time based on available signals. "The power of AI to create personalized experiences changes the game for brand builders," he said.