Sam's Club MAP Launches Omni‑Impact To Redefine Retail Media Measurement

By Harvey Ma, Vice President and General Manager, Sam’s Club Member Access Platform

Key Insights

• Omni‑Impact™ is a new tool from Sam’s Club MAP that helps advertisers see what’s really working. Powered by AI and proprietary member data, it goes beyond traditional attribution to reveal the full impact of media.
• With a 12-month, cross-channel view of member engagement, Omni‑Impact helps advertisers plan smarter, target better and drive results, fueling MAP’s transformation into the first Retail Experience Network™.

June 26, 2025

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. Aligning media performance with real sales outcomes helps brands unlock new growth opportunities, make more efficient, measurable use of their MAP investments, and apply those insights to inform broader marketing strategies.

This launch comes at a time when retail media is undergoing a fundamental transformation. What began as a way for some retailers to monetize digital shelf space has quickly evolved into a key driver of brand strategy, member engagement and business growth. That’s why MAP is evolving into more than just a retail media network; it’s the first Retail Experience Network™ designed to deliver seamless, personalized experiences that build trust and spark joy.

This shift reflects a new reality: retail media is full-funnel and always-on. Our members don’t shop in a linear journey, and they don’t engage with brands in one-off moments. They interact across platforms, revisit categories and build relationships with the brands that serve them best. That shift puts the focus on building long-term connections, not just driving quick conversions.

Brands need to know which components of a campaign are working (or not) and why, to understand how each touchpoint moves a customer closer to making a purchase. That requires deeper insight and more meaningful measurement. Omni‑Impact delivers on that need by offering transparent, consistent insights that help brands plan smarter and perform better across every MAP channel.

What sets Omni‑Impact apart is its ability to measure true incrementality. It goes beyond first- and last-touch attribution and traditional multi-touch attribution models by scientifically quantifying the impact of each MAP touchpoint across the funnel. Whether a member engages with Sponsored Products, Display, including Scan & Go™, offsite or email, Omni‑Impact delivers a clear picture of what influenced a purchase.

It’s also the first solution in the space to offer a 12-month longitudinal view of campaign performance across MAP channels. That full-funnel, cross-channel and cross-seasonal lens is critical in today’s environment, where members may encounter a brand multiple times before taking action. With Omni‑Impact, advertisers gain insights into how those engagements build over time, the long-term loyalty of a member, and how to replicate success.

To ensure consistency, Omni‑Impact applies a single, unified methodology across all MAP ad solutions. Brands can use standardized metrics to compare performance across tactics and gain deeper, more accurate insights. But it doesn’t stop at measurement. Powered by AI, Omni‑Impact also simulates media mix strategies and delivers predictive budget guidance tailored to each advertiser’s historical performance and category dynamics. It turns measurement into a growth plan.

Advertisers often ask not just what worked, but with whom. Omni‑Impact helps answer that by surfacing performance trends across a wide range of audience segments, such as age, household size or membership tiers. These insights make it easier to focus on the audiences that matter most, refine messaging and improve campaign effectiveness over time.

Omni‑Impact strengthens MAP’s position as a trusted, insight-driven partner and fuels the innovation we’re building into the broader Retail Experience Network. As we continue to evolve MAP, we’re creating more ways for brands to connect with members through influencer-led content, GenAI-powered product discovery and real-time campaign optimization. But none of it works without the ability to measure what matters. That’s why Omni‑Impact is so important. It provides the foundation for smarter planning, stronger outcomes and a personalized, connected member experience.

Advertisers ready to move beyond surface-level metrics and toward real, strategic impact can connect with their MAP team to explore how Omni‑Impact supports smarter planning and long-term growth.