The Next Generation of Omnichannel Retail

Where customer expectations are headed

Remember when an effective omnichannel strategy consisted of a promotional email blast that matched the in-store signage and banner ads on the retailer’s website? Those days are behind us. As technology advances and consumers’ shopping habits evolve, shoppers now expect a far more seamless and personalized experience.

Those expectations create exciting opportunities for marketers. According to Boston Consulting Group’s (BCG) 2025 Personalization Index Report, “Retail media and personalization at scale offer a path to more efficient, higher return marketing and merchandising.”

The BCG report makes one thing clear: “Shoppers want curated, seamless journeys across digital and physical touchpoints.” Simply put, consumers no longer see digital and physical as separate worlds. They want a connected shopping experience where every touchpoint reinforces the other.

Redefining Omnichannel

Today, the in-store experience remains a cornerstone of the shopping experience. Consumers expect stores to provide more than stocked shelves. They want interactive environments that complement what they see online. That is compelling retailers to treat omnichannel as a way to spark discovery, build trust, and create joy.

Research confirms this shift. According to Deloitte’s 2025 U.S. Retail Industry Outlook, 80% of shopping still takes place in physical stores. More than a third of retail executives said enhancing the in-store experience is one of their top growth priorities. Many are investing in touchscreens, virtual reality, and augmented reality technologies to bring a brand’s story to life and create experiences that span both digital and physical environments.

This evolution begs the question: What does a modern omnichannel experience look like?

What Are Next-Gen Omnichannel Experiences?

Effective omnichannel should go beyond matching ads and inventory across channels. The best of these experiences share a few defining traits.

• Personalized: They use first-party data to surface the right message or product at the right moment, turning a shopping trip into a multi-sensory experience. 

• Blended: They combine digital promotions with in-store activations, ensuring each touchpoint reinforces the others. 

• Measurable: They use closed-loop attribution to directly tie ad investment to sales and customer behavior.

These experiences can take many forms. A mobile app can suggest snack and drink pairings while a customer is shopping for tailgating supplies before they head to the football game. Or host a tailgating party in the store’s parking lot and invite shoppers to watch the game on big screens while they enjoy product sampling stations and interactive activities. The goal is to meet people where and how they shop, and leave them with a stronger connection to the brand.

For Sam’s Club Member Access Platform (MAP), this reimagining of omnichannel led to the creation of the first Retail Experience Network™.

How MAP Is Reimagining Retail Media

MAP is building a Retail Experience Network, a connected system that delivers more than just impressions. It creates personalized, seamless experiences that spark joy for Sam’s Club members while driving measurable results for brands.

MAP’s greatest strength comes from its membership model. With exclusive first-party deterministic data, MAP gains a deep view into how members shop across every channel. That insight allows advertisers to design campaigns that feel like personal and relevant experiences. 

By combining member-first data with a commitment to enhancing the shopping journey, MAP sets a new standard. It shows how omnichannel is evolving into something bigger: a network that connects culture, community, and commerce in ways that benefit both members and brands.

One of the most visible expressions of this new approach is MAP’s signature Omni Experiences.

Activations That Drive Results

Omni Experiences bring the idea of a Retail Experience Network to life. These activations take place in and around the club, sometimes in parking lots and sometimes inside the aisles (or both) and combine digital tactics with interactive in-club engagement. 

For example, Sam’s Club recently brought the excitement of INDYCAR to three of its Nashville, Tennessee Clubs and to the Nashville Superspeedway. These Omni Experiences featured product demos and samples, a live concert, racing simulators, and exclusive meet and greets with Andretti Global team driver Kyle Kirkwood. The events drove product discovery and gave our brand partners valuable insights into shopper engagement. 

Omni Experiences tied to holidays and seasonal moments such as back-to-school, football tailgates, or holiday shopping, create a sense of excitement throughout the year. Digital media, from search and display to social, ties it all together so members have a seamless, connected experience across every touchpoint.

How MAP Can Help

Sam’s Club MAP turns omnichannel into a connected network of experiences that delights our members and delivers measurable results for brands. Our members expect us to anticipate their needs, personalize their shopping journeys, and ensure every interaction feels seamless across digital and physical touchpoints. 

By combining first-party membership data with activations like Omni Experiences and innovations like Scan & Go™ Display Ads, MAP helps you reach members at the moments that matter most. With MAP, you can build campaigns that feel personal, spark discovery, and drive brand growth. Contact us today and let’s build your next Omni Experience together.