To create a more dynamic digital experience, Sam’s Club worked to build the company’s mobile channels, engaging club members beyond the in-store and desktop shopping experiences. Following the November 2011 launch of iPad, iPhone, and Android apps, the Sam’s Club Mobile 3.0 update built upon features that met with consumer approval. This virtual club provides consumers the opportunity to shop online and access exclusive deals and members-only content.
This revised digital ecosystem was built on the platform of the Sam’s Club Mobile app, which extended the Sam’s Club experience beyond store walls to wherever customers are, providing a personalized experience for on-the-go consumers. This virtual club provides consumers with the opportunity to shop online and access exclusive deals and members-only content.
Sam’s Club Mobile 3.0 added functionality that built upon previously established features. The app already included online shopping, customizable shopping lists, a savings dashboard, membership renewals, recipes, and events. Several new features and functionalities were added:
The biggest innovation was the Scan & Go feature, which enabled users with the ability to shop via smartphone by scanning products that were uploaded to a cloud cart and then checking out via the self-checkout kiosk.
The campaign results were significant: