BENTONVILLE, Ark.鈥� As the first Retail Experience Network, Sam鈥檚 Club Member Access Platform (MAP) is reshaping retail media by connecting brands with current and prospective members by bringing the club experience into the communities where members live, shop, and connect. This next phase of growth is about showing up consistently where members are with seamless activations designed to engage members from the parking lot to the pump to the aisles, and beyond the club itself.
To deliver on that vision, Sam鈥檚 Club MAP is expanding its in-club channel to include enhanced Omni Experiences, Fuel Screen Ads and In-Club Audio Ads creating a connected set of touchpoints that surround the member journey.
Extending Retail Media into Real-World Experiences
Sam鈥檚 Club MAP is expanding its Omni Experiences, bringing brands to life through immersive, real-world activations that create meaningful and memorable connections with current and prospective members. This includes the continued evolution of with Andretti Global, which returns after a strong 2025 debut and will expand to more communities nationwide. It also introduces new experiences like Win Summer with Sam鈥檚 Club, and Sam鈥檚 Football Club, which taps into the global passion for soccer to deliver immersive fan experiences that bring members closer to the game.
Together, these programs bring culturally relevant moments to life both inside and beyond the club in measurable ways. Kicking off this year鈥檚 Omni Experiences and building on the success of its collaboration with , Race to the Club continues to evolve to bring the energy and emotion of race day to more communities nationwide, transforming high-impact moments into shared experiences that resonate beyond the track. These activations have already demonstrated measurable impact for brands, including a 24% sales lift for featured items last year.
"Having Sam鈥檚 Club return with an expanded presence in our INDYCAR program this season reflects the momentum not only behind Andretti Global, but the series as a whole. Collaborations like this extend far beyond racing. They serve as strategic platforms for leading consumer brands to connect with fans in meaningful ways, show up differently in the market, and drive new customer growth. With Sam鈥檚 Club set to make its 2026 debut on a global stage like the Indianapolis 500, the impact of this collaboration only grows stronger." said Jill Gregory, Global President at Andretti.
Across these experiences, brands connect with both existing and prospective members through a fully integrated ecosystem, from large-scale activations and premium placements, including the No. 27 Sam's Club Honda driven by six-time INDYCAR race winner Kyle Kirkwood and his race suit, to digital and content integration, and hands on product demos and samples at in-club and trackside events. The result is a seamless extension of retail media beyond the club鈥攖urning cultural and emotional moments into measurable, member-first experiences.
Audio that Moves with the Member
In-Club Audio Ads extends that same philosophy. Delivered through Sam鈥檚 Club Radio, a curated, live broadcast across clubs nationwide, audio reaches members in the moments that matter, complementing what they are already seeing and doing. Weekday shows are hosted by DJ Chris Bobbitt, and the station blends top hits, retail updates, and engaging conversation to keep energy high and the in-club atmosphere dynamic. Within this environment, brand messaging is thoughtfully woven into the listening experience, whether reinforcing promotions, highlighting product benefits, or supporting live demos and events, helping influence decisions in real time, just seconds before items are added to cart. The result is a more connected and engaging in-club experience, where curated audio doesn鈥檛 just fill the space, it actively enhances how members discover and shop.
A Powerful Pit Stop at the Fuel Station
Sam鈥檚 Club fuel stations, available at more than 500 locations, serve as a natural extension of the member experience. Fuel screens at the pumps can now deliver MAP-sold ads as part of the rotating on-screen messages. Members typically spend several minutes at the pump, creating an opportunity to deliver clear, timely, and relevant messaging that enhances their visit. High-resolution screens provide helpful updates, offers, and reminders, which add value to a routine moment.
Sam鈥檚 Club MAP will continue to redefine engagement by integrating physical, digital, and media touchpoints into one seamless connected experience, driving real results for advertisers while immersing existing and prospective members in experiences they'll value and remember. Because it鈥檚 not just about reaching members in the club, it鈥檚 about bringing the club to them, wherever they are.
