Clorox Gains Access to Deeper Consumer Analytics Via Sam’s Club Shopper Insights
Clorox is one consumer goods company who has signed on to leverage the Sam’s Club retail media platform, MAP, now featuring expanded analytics capabilities with the newly launched Media and Sales Performance Dashboard.
According to Lindsay Letterle, director of sales for The Clorox Company, the Sam’s Club MAP platform is allowing the company to build and track plans “like never before.”
“The deep member insights paired with media and business impact enable us to optimize our campaigns to ensure we’re reaching the right member with the right message at the right time to drive business results,” said Letterle.
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Cherie Leonard, senior director of North America Insights at Colgate-Palmolive, will share her observations surrounding the growth of retail media and how they’re navigating common challenges at the 2023 Consumer Goods Sales & Marketing Summit.
The Walmart-owned brand has consolidated its retail media offering, bringing campaign metrics from MAP together with Sam’s Club sales performance, allowing advertisers to track both from a single interface. The dashboard now provides visibility into item sales, new buyers, in-club attribution from search, total ad attributed sales, and more.
Additionally, Clorox will have more immediate access to member insights, including household reach, purchase channel, and for the first time, new buyer metrics for sponsored product ads. Powered by data company Circana, this visibility enables “continuous iteration and improvement on active campaigns to drive business outcomes.”
Retail media delivers a powerful opportunity for consumer goods companies who are looking to gain more intimate knowledge of shoppers’ swiftly-changing habits. So it’s no surprise that the advertising avenue is poised for significant growth.
According to CGT's sister brand the Path to Purchase Institute, retail media is continually growing, with their 2023 trends survey indicating that 58% of respondents increased their investment in retailer media networks in 2022.
“Retail media’s power comes from the fact that it’s based on delivering contextually relevant ads when people are shopping, based on first-party shopper data that provides closed-loop measurement and a clear sightline into return on ad spend,” observed Andrew Lipsman, a principal analyst at Insider Intelligence, who moderated a panel earlier this year on RMNs for the National Retail Foundation.
While retail media does present significant value to consumer goods companies who rely on retail partnerships for a competitive advantage via consumer personalization and brand loyalty, the data avenue does present its own challenges. These include a need for increased data sharing but wanting to hold on to proprietary data; IT integration misses due to siloed legacy systems, and the added costs to access valuable insights.
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