www.retaildive.com Open in urlscan Pro
2606:4700:4400::6812:2818 Public Scan

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Submitted URL:
https://media.hubspot.com/e3t/Ctc/UB+113/d2q-Vf04/VX1NFH6G0_b2W6M2TVC8_DWyKW5wYw0_5hSH_DN3rtP742-ZVTW7lCdLW6lZ3pkW25NZPS3p...
Effective URL:
https://www.retaildive.com/news/gen-z-millennials-driving-sams-club-membership-growth/719965/?_hsenc=p2ANqtz-99HooxnzvCU9kw...
Submission: On November 11 via api (November 11th 2024, 6:31:09 pm UTC) from BE — Scanned from DE

Form analysis
8 forms found in the DOM

Name: signup-inter-form — POST /signup/

<form id="signup-inter-form" class="form-basic" name="signup-inter-form" action="/signup/" method="POST">
  <input type="hidden" name="signup_box_location" value="interstitial">
  <input type="hidden" name="signup_initial_url_path" value="">
  <h1> Don't miss tomorrow's retail industry news </h1>
  <p class="interstitial-text"> Let Retail Dive's free newsletter keep you informed, straight from your inbox. </p>
  <p class="form-error__message" id="interstitial-error"></p>
  <div id="form-interstitial">
    <input type="email" name="email" placeholder="Work email address" class="email" required="" id="id_c0a369_email">
    <div id="newsletter-list-section">
      <ul id="id_c0a369_site_newsletters" class="list-no-bullets">
        <li><label for="id_c0a369_site_newsletters_0"><input type="checkbox" name="site_newsletters" value="8" class="list-no-bullets" id="id_c0a369_site_newsletters_0"> Daily Dive <span class="secondary-label">M-F</span></label>
        </li>
        <li><label for="id_c0a369_site_newsletters_1"><input type="checkbox" name="site_newsletters" value="1791" class="list-no-bullets" id="id_c0a369_site_newsletters_1"> DTC Weekly <span class="secondary-label">Every Tuesday</span></label>
        </li>
        <li><label for="id_c0a369_site_newsletters_2"><input type="checkbox" name="site_newsletters" value="27" class="list-no-bullets" id="id_c0a369_site_newsletters_2"> Marketing Weekly <span class="secondary-label">Every Wednesday</span></label>
        </li>
        <li><label for="id_c0a369_site_newsletters_3"><input type="checkbox" name="site_newsletters" value="28" class="list-no-bullets" id="id_c0a369_site_newsletters_3"> Tech Weekly <span class="secondary-label">Every Thursday</span></label>
        </li>
        <li><label for="id_c0a369_site_newsletters_4"><input type="checkbox" name="site_newsletters" value="1792" class="list-no-bullets" id="id_c0a369_site_newsletters_4"> Operations Weekly <span class="secondary-label">Every Monday</span></label>
        </li>
      </ul>
    </div>
    <div id="interstitial-consent-container">
      <input name="user_consent" value="1" id="id_user_consent" type="checkbox">
      <span> By signing up to receive our newsletter, you agree to our <a href="https://www.industrydive.com/terms-of-use/" target="_blank">Terms of Use</a> and
        <a href="https://www.industrydive.com/privacy-policy/" target="_blank">Privacy Policy</a>. You can unsubscribe at anytime. </span>
    </div>
  </div>
  <input id="signup-inter-submit" class="email_submit submit button" type="submit" data-role="none" value="Subscribe today">
</form>

GET /search/

<form action="/search/" method="GET" data-ajax="false">
  <label for="search-desktop">
    <span class="screen-reader-text search">Search</span>
  </label>
  <input id="search-desktop" type="search" name="q" placeholder="Search" data-role="none">
  <button type="submit" value="" data-role="none" class="search-button-front analytics t-search-navigation-drawer">
    <img src="/static/img/menu_icons/search.svg?320116291121" alt="search" height="16" width="16" loading="lazy">
  </button>
  <img class="close" src="/static/img/menu_icons/close.svg?273117231121" width="16" height="16" alt="close search" loading="lazy">
</form>

Name: signup — POST /signup/

<form class="form js-form-email-validate" name="signup" action="/signup/" method="POST">
  <label for="id_cf3266_email" class="email-input js-email-input">
    <span class="screen-reader-text">Email:</span>
    <input type="email" name="email" placeholder="Work email address" class="email" required="" id="id_cf3266_email">
  </label>
  <input type="hidden" name="signup_box_location" value="elevated_footer">
  <input type="hidden" name="signup_initial_url_path" value="/news/gen-z-millennials-driving-sams-club-membership-growth/719965/">
  <input type="hidden" name="js_enabled" value="0" id="id_cf3266_js_enabled">
  <ul class="signup-list list-no-bullets">
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-8" type="checkbox" name="site_newsletters" value="8" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-8">
        <span class="newsletter-title">Daily Dive</span>
        <span class="secondary-label">M-F</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-1791" type="checkbox" name="site_newsletters" value="1791" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-1791">
        <span class="newsletter-title">DTC Weekly</span>
        <span class="secondary-label">Every Tuesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-27" type="checkbox" name="site_newsletters" value="27" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-27">
        <span class="newsletter-title">Marketing Weekly</span>
        <span class="secondary-label">Every Wednesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-28" type="checkbox" name="site_newsletters" value="28" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-28">
        <span class="newsletter-title">Tech Weekly</span>
        <span class="secondary-label">Every Thursday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-1792" type="checkbox" name="site_newsletters" value="1792" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-1792">
        <span class="newsletter-title">Operations Weekly</span>
        <span class="secondary-label">Every Monday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select user consent:</span></label>
      <input type="checkbox" name="user_consent" id="id_user_consent-elevated_footer" value="1" class="checkbox">
      <label for="id_user_consent-elevated_footer">
        <span class="signup-user-consent_box">
          <span> By signing up to receive our newsletter, you agree to our <a href="https://www.industrydive.com/terms-of-use/" target="_blank">Terms of Use</a> and
            <a href="https://www.industrydive.com/privacy-policy/" target="_blank">Privacy Policy</a>. You can unsubscribe at anytime. </span>
        </span>
      </label>
    </li>
  </ul>
  <button class="button button--loud signup-button" type="submit" value="Sign up">Sign up</button>
  <script type="8fb978ccd4a838014af33de4-module" src="/static/js/dist/sendEmailToLytics.bundle.js?052116081124"></script>
  <label class="error email_error" style="display:none;">A valid email address is required.</label>
  <label class="error newsletter-error" style="display:none;">Please select at least one newsletter.</label>
</form>

Name: signup — POST /signup/

<form class="form js-form-email-validate" name="signup" action="/signup/" method="POST">
  <label for="id_8b4dcd_email" class="email-input js-email-input">
    <span class="screen-reader-text">Email:</span>
    <input type="email" name="email" placeholder="Work email address" class="email" required="" id="id_8b4dcd_email">
  </label>
  <input type="hidden" name="signup_box_location" value="inline">
  <input type="hidden" name="signup_initial_url_path" value="/news/gen-z-millennials-driving-sams-club-membership-growth/719965/">
  <input type="hidden" name="js_enabled" value="0" id="id_8b4dcd_js_enabled">
  <ul class="signup-list list-no-bullets">
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-inline-checkbox-8" type="checkbox" name="site_newsletters" value="8" class="checkbox">
      <label for="newsletter-inline-checkbox-8">
        <span class="newsletter-title">Daily Dive</span>
        <span class="secondary-label">M-F</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-inline-checkbox-1791" type="checkbox" name="site_newsletters" value="1791" class="checkbox">
      <label for="newsletter-inline-checkbox-1791">
        <span class="newsletter-title">DTC Weekly</span>
        <span class="secondary-label">Every Tuesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-inline-checkbox-27" type="checkbox" name="site_newsletters" value="27" class="checkbox">
      <label for="newsletter-inline-checkbox-27">
        <span class="newsletter-title">Marketing Weekly</span>
        <span class="secondary-label">Every Wednesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-inline-checkbox-28" type="checkbox" name="site_newsletters" value="28" class="checkbox">
      <label for="newsletter-inline-checkbox-28">
        <span class="newsletter-title">Tech Weekly</span>
        <span class="secondary-label">Every Thursday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-inline-checkbox-1792" type="checkbox" name="site_newsletters" value="1792" class="checkbox">
      <label for="newsletter-inline-checkbox-1792">
        <span class="newsletter-title">Operations Weekly</span>
        <span class="secondary-label">Every Monday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select user consent:</span></label>
      <input type="checkbox" name="user_consent" id="id_user_consent-inline" value="1" class="checkbox">
      <label for="id_user_consent-inline">
        <span class="signup-user-consent_box">
          <span> By signing up to receive our newsletter, you agree to our <a href="https://www.industrydive.com/terms-of-use/" target="_blank">Terms of Use</a> and
            <a href="https://www.industrydive.com/privacy-policy/" target="_blank">Privacy Policy</a>. You can unsubscribe at anytime. </span>
        </span>
      </label>
    </li>
  </ul>
  <button class="button button--loud signup-button" type="submit" value="Sign up">Sign up</button>
  <script type="8fb978ccd4a838014af33de4-module" src="/static/js/dist/sendEmailToLytics.bundle.js?052116081124"></script>
  <label class="error email_error" style="display:none;">A valid email address is required.</label>
  <label class="error newsletter-error" style="display:none;">Please select at least one newsletter.</label>
</form>

Name: signup — POST /signup/

<form class="form js-form-email-validate" name="signup" action="/signup/" method="POST">
  <label for="id_d78e13_email" class="email-input js-email-input">
    <span class="screen-reader-text">Email:</span>
    <input type="email" name="email" placeholder="Work email address" class="email" required="" id="id_d78e13_email">
  </label>
  <input type="hidden" name="signup_box_location" value="sidebar">
  <input type="hidden" name="signup_initial_url_path" value="/news/gen-z-millennials-driving-sams-club-membership-growth/719965/">
  <input type="hidden" name="js_enabled" value="0" id="id_d78e13_js_enabled">
  <ul class="signup-list list-no-bullets">
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-sidebar-checkbox-8" type="checkbox" name="site_newsletters" value="8" class="checkbox">
      <label for="newsletter-sidebar-checkbox-8">
        <span class="newsletter-title">Daily Dive</span>
        <span class="secondary-label">M-F</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-sidebar-checkbox-1791" type="checkbox" name="site_newsletters" value="1791" class="checkbox">
      <label for="newsletter-sidebar-checkbox-1791">
        <span class="newsletter-title">DTC Weekly</span>
        <span class="secondary-label">Every Tuesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-sidebar-checkbox-27" type="checkbox" name="site_newsletters" value="27" class="checkbox">
      <label for="newsletter-sidebar-checkbox-27">
        <span class="newsletter-title">Marketing Weekly</span>
        <span class="secondary-label">Every Wednesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-sidebar-checkbox-28" type="checkbox" name="site_newsletters" value="28" class="checkbox">
      <label for="newsletter-sidebar-checkbox-28">
        <span class="newsletter-title">Tech Weekly</span>
        <span class="secondary-label">Every Thursday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-sidebar-checkbox-1792" type="checkbox" name="site_newsletters" value="1792" class="checkbox">
      <label for="newsletter-sidebar-checkbox-1792">
        <span class="newsletter-title">Operations Weekly</span>
        <span class="secondary-label">Every Monday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select user consent:</span></label>
      <input type="checkbox" name="user_consent" id="id_user_consent-sidebar" value="1" class="checkbox">
      <label for="id_user_consent-sidebar">
        <span class="signup-user-consent_box">
          <span> By signing up to receive our newsletter, you agree to our <a href="https://www.industrydive.com/terms-of-use/" target="_blank">Terms of Use</a> and
            <a href="https://www.industrydive.com/privacy-policy/" target="_blank">Privacy Policy</a>. You can unsubscribe at anytime. </span>
        </span>
      </label>
    </li>
  </ul>
  <button class="button button--loud signup-button" type="submit" value="Sign up">Sign up</button>
  <script type="8fb978ccd4a838014af33de4-module" src="/static/js/dist/sendEmailToLytics.bundle.js?052116081124"></script>
  <label class="error email_error" style="display:none;">A valid email address is required.</label>
  <label class="error newsletter-error" style="display:none;">Please select at least one newsletter.</label>
</form>

Name: signup — POST /signup/

<form class="form js-form-email-validate" name="signup" action="/signup/" method="POST">
  <label for="id_f2ee96_email" class="email-input js-email-input">
    <span class="screen-reader-text">Email:</span>
    <input type="email" name="email" placeholder="Work email address" class="email" required="" id="id_f2ee96_email">
  </label>
  <input type="hidden" name="signup_box_location" value="elevated_footer">
  <input type="hidden" name="signup_initial_url_path" value="/news/gen-z-millennials-driving-sams-club-membership-growth/719965/">
  <input type="hidden" name="js_enabled" value="0" id="id_f2ee96_js_enabled">
  <ul class="signup-list list-no-bullets">
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-8" type="checkbox" name="site_newsletters" value="8" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-8">
        <span class="newsletter-title">Daily Dive</span>
        <span class="secondary-label">M-F</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-1791" type="checkbox" name="site_newsletters" value="1791" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-1791">
        <span class="newsletter-title">DTC Weekly</span>
        <span class="secondary-label">Every Tuesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-27" type="checkbox" name="site_newsletters" value="27" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-27">
        <span class="newsletter-title">Marketing Weekly</span>
        <span class="secondary-label">Every Wednesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-28" type="checkbox" name="site_newsletters" value="28" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-28">
        <span class="newsletter-title">Tech Weekly</span>
        <span class="secondary-label">Every Thursday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-elevated_footer-checkbox-1792" type="checkbox" name="site_newsletters" value="1792" class="checkbox">
      <label for="newsletter-elevated_footer-checkbox-1792">
        <span class="newsletter-title">Operations Weekly</span>
        <span class="secondary-label">Every Monday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select user consent:</span></label>
      <input type="checkbox" name="user_consent" id="id_user_consent-elevated_footer" value="1" class="checkbox">
      <label for="id_user_consent-elevated_footer">
        <span class="signup-user-consent_box">
          <span> By signing up to receive our newsletter, you agree to our <a href="https://www.industrydive.com/terms-of-use/" target="_blank">Terms of Use</a> and
            <a href="https://www.industrydive.com/privacy-policy/" target="_blank">Privacy Policy</a>. You can unsubscribe at anytime. </span>
        </span>
      </label>
    </li>
  </ul>
  <button class="button button--loud signup-button" type="submit" value="Sign up">Sign up</button>
  <script type="8fb978ccd4a838014af33de4-module" src="/static/js/dist/sendEmailToLytics.bundle.js?052116081124"></script>
  <label class="error email_error" style="display:none;">A valid email address is required.</label>
  <label class="error newsletter-error" style="display:none;">Please select at least one newsletter.</label>
</form>

GET /search/

<form action="/search/" method="GET" data-ajax="false">
  <label for="search-mobile">
    <span class="screen-reader-text">Search</span>
    <input id="search-mobile" type="search" name="q" placeholder="Search" data-role="none">
  </label>
  <button type="submit" value="" data-role="none" class="search-button-front analytics t-search-navigation-mobile">
    <img src="/static/img/menu_icons/search.svg?320116291121" width="15" height="15" alt="search">
  </button>
</form>

Name: signup — POST /signup/

<form class="form js-form-email-validate" name="signup" action="/signup/" method="POST">
  <label for="id_c31cc7_email" class="email-input js-email-input">
    <span class="screen-reader-text">Email:</span>
    <input type="email" name="email" placeholder="Work email address" class="email" required="" id="id_c31cc7_email">
  </label>
  <input type="hidden" name="signup_box_location" value="integrated_menu">
  <input type="hidden" name="signup_initial_url_path" value="/news/gen-z-millennials-driving-sams-club-membership-growth/719965/">
  <input type="hidden" name="js_enabled" value="0" id="id_c31cc7_js_enabled">
  <ul class="signup-list list-no-bullets">
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-integrated_menu-checkbox-8" type="checkbox" name="site_newsletters" value="8" class="checkbox">
      <label for="newsletter-integrated_menu-checkbox-8">
        <span class="newsletter-title">Daily Dive</span>
        <span class="secondary-label">M-F</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-integrated_menu-checkbox-1791" type="checkbox" name="site_newsletters" value="1791" class="checkbox">
      <label for="newsletter-integrated_menu-checkbox-1791">
        <span class="newsletter-title">DTC Weekly</span>
        <span class="secondary-label">Every Tuesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-integrated_menu-checkbox-27" type="checkbox" name="site_newsletters" value="27" class="checkbox">
      <label for="newsletter-integrated_menu-checkbox-27">
        <span class="newsletter-title">Marketing Weekly</span>
        <span class="secondary-label">Every Wednesday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-integrated_menu-checkbox-28" type="checkbox" name="site_newsletters" value="28" class="checkbox">
      <label for="newsletter-integrated_menu-checkbox-28">
        <span class="newsletter-title">Tech Weekly</span>
        <span class="secondary-label">Every Thursday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select Newsletter:</span></label>
      <input id="newsletter-integrated_menu-checkbox-1792" type="checkbox" name="site_newsletters" value="1792" class="checkbox">
      <label for="newsletter-integrated_menu-checkbox-1792">
        <span class="newsletter-title">Operations Weekly</span>
        <span class="secondary-label">Every Monday</span>
      </label>
    </li>
    <li>
      <label><span class="screen-reader-text">Select user consent:</span></label>
      <input type="checkbox" name="user_consent" id="id_user_consent-integrated_menu" value="1" class="checkbox">
      <label for="id_user_consent-integrated_menu">
        <span class="signup-user-consent_box">
          <span> By signing up to receive our newsletter, you agree to our <a href="https://www.industrydive.com/terms-of-use/" target="_blank">Terms of Use</a> and
            <a href="https://www.industrydive.com/privacy-policy/" target="_blank">Privacy Policy</a>. You can unsubscribe at anytime. </span>
        </span>
      </label>
    </li>
  </ul>
  <button class="button button--loud signup-button" type="submit" value="Sign up">Sign up</button>
  <script type="8fb978ccd4a838014af33de4-module" src="/static/js/dist/sendEmailToLytics.bundle.js?052116081124"></script>
  <label class="error email_error" style="display:none;">A valid email address is required.</label>
  <label class="error newsletter-error" style="display:none;">Please select at least one newsletter.</label>
</form>

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An article from


GEN Z, MILLENNIALS DRIVE MEMBERSHIP GROWTH AT SAM’S CLUB

Walmart CFO John David Rainey said the digital experience at the club retailer
resonates with that cohort.

Published July 1, 2024
Kaarin Moore Senior Editor
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A Sam's Club employee stands in front of scanners that ensure shoppers have paid
for items as they leave the store. Courtesy of Sam's Club
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Sam’s Club is seeing the highest growth rates from Gen Z and millennials,
Walmart CFO John David Rainey said at Wednesday’s Bank of America London
Investor Conference.

Over a two-year stack, Gen Z membership grew 63% and millennials grew 14%.

Part of the reason Gen Z in particular may be seeking out Sam’s Club is because,
as a group, they are extremely cost-conscious, according to Hana Ben-Shabat,
founder of Gen Z Planet. “Being the children of the Great Recession and the
graduates of a global pandemic, they learned that financial security is vital,”
she said via email.




Overall, the retailer in Q1 saw its U.S. stores reach a “record” level of member
numbers, resulting in membership income growth of over 13%. Sam’s Club has also
reported 11 straight quarters of double-digit comparable sales growth and stated
that its U.S. e-commerce channel is profitable.

The digital experience of the club store is resonating with this younger
customer base, according to Rainey. Sam’s Club found that one in three of its
members uses its Scan & Go technology on a regular basis, and the company has
seen a 50% increase in its adoption over the past three years.

“I would argue that’s got to be one of the highest digital penetrations in an
in-person experience that exists out there,” Rainey said. The tech, which
debuted in 2016, allows shoppers to select items, pay and skip checkout
lines. The retailer is also rolling out receipt verification tech that will be
in all stores by the end of the year.

“We are not … deploying tech for tech’s sake,” Todd Garner, chief product
officer at Sam’s Club, wrote in a company blog post at the start of the year.
“We’re constantly thinking about member pain points, and it’s all about focusing
technology on Member needs and unlocking unparalleled convenience and
connection.”

Those tech advances are specifically driving Gen Z interest, according to
Ben-Shabat. “What truly differentiates Sam’s from other clubs is their seamless
integration between online and offline,” she said. “Its in-store technology
offers convenience and speed, and its overall in-store experience [are] all
aspects that are extremely important to Gen Z ‘digital’ shoppers.”

The club retailer is increasing its brick-and-mortar presence, too, and expects
to add 30 stores to its fleet in the next five years.




There are international opportunities as well, particularly in China, where
Sam’s Club has two of its best-performing stores in the world. The club format
“really resonates with the Chinese consumer,” Rainey said.  The retailer’s China
member count grew 25% in the first quarter.

The company is also tapping into its membership in other ways — namely to help
with testing. Sam’s Club recently announced a program that allows members to
co-create products for its private label, Member’s Mark. Participants opt in to
try products and give feedback on its owned label prior to their availability at
stores so the retailer can better personalize items and enhance its member
experience.

“Our approach goes way beyond traditional focus groups and surveys, with true
engagement that will shape the future of retail by creating more personalized
experiences for our members,” Megan Crozier, chief merchant for Sam’s Club, said
in a statement at the time of the announcement. “We see the opportunity to
include all members in the future.”

In 2022, warehouse clubs and supercenters delivered over $626 billion in revenue
in the U.S., according to a recent Statista report. Last year, Sam’s Club’s
total revenue was $84.3 billion.

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