Purchasing a new mattress is not an impulse buy; it’s an investment in a high-value item that consumers expect to last for at least 7-10 years.1 At Sam’s Club, we know there are so many considerations that go into choosing a mattress. Will it ensure a good night’s sleep? Is it comfortable? Will it last? The answers vary from one person to the next, and that’s what makes it so challenging for mattress brands to build connections with individual members effectively in this highly competitive space.
Serta, a champion of comfort who has pioneered sleep innovation, wanted to make it easier for our members to conduct their research while making this bigger-ticket purchase.2 They partnered with Sam’s Club Member Access Platform (MAP) to tell the Serta brand story—superior quality designed for comfort—in an engaging and informative way.
Serta launched a Sponsored Videos campaign to leverage the power of video to help complement the in-club experience. The videos gave members a virtual “feel” for the high quality and comfort of Serta mattresses. The campaign generated results that all brands dream of: 3.2 million impressions, attributed sales of $2.4 million and a $7 return on ad spend (ROAS).
Serta’s success demonstrates how MAP helps advertisers leverage a deep member understanding through data and measurement to grow sales and awareness.
Data-informed Ad Campaigns
With MAP, we leverage four decades of membership data to gain profound insights into our member base. We link nearly all transactions, searches and club visits to specific membership numbers, providing us with near real-time insight into our members' shopping patterns. This enables us to promptly serve them the items they’re looking for on the Sam’s Club website and app and help them discover new ones they may not have considered.
These detailed member insights enhance the shopping experience and empower advertisers to connect with members more impactfully by customizing their shopping experiences with content and offers that align with their interests.
Sam's Club MAP employs advanced targeting techniques based on exclusive membership data, including purchase history, demographics and total basket size. This ensures the right message reaches the right audience throughout their shopping journeys. We offer a range of omnichannel options for advertisers like Serta, including Display, Search, Programmatic and the newest platform, Video, to create full-funnel, high-impact advertising campaigns.
Driving Impact with the Power of Sponsored Videos
Serta had tested sponsored video campaigns on other platforms in the past but decided to partner with MAP for a new Sponsored Videos campaign to drive sales at Sam’s Club. The campaign demonstrated how MAP’s Sponsored Videos make a strong case for new and higher consideration items.
“The campaign exceeded our expectations, validating our investment and underscoring the effectiveness of video in engaging consumers,” said Kim Hall, Serta Simmons Bedding vice president of sales, Sam’s Club and Walmart. “We are committed to continuing to invest in our partnership with Sam's Club MAP to refine and expand our video advertising efforts, ensuring that we exceed our customers' expectations while driving significant business outcomes.”
An Unrivaled Omnichannel Portfolio
Sponsored Videos is one of the innovative video capabilities Sam’s Club launched late last year, along with Connected TV (CTV) ads and Interactive Videos. Advertisers can layer Sponsored Videos, CTV ads, and Interactive Videos with our deep first-party member data to reach new-to-brand and lapsed members and raise awareness for new item launches with engaging, synergistic video experiences.
Sponsored Videos, CTV ads, Sponsored Product ads and Display campaigns are measurable through the Sam’s Club Media and Sales Performance Dashboard, which seamlessly integrates MAP campaign metrics with Sam’s Club sales performance in one place. Advertisers gain access to the performance metrics they need to optimize campaigns while they are still in flight and drive better business outcomes.
At Sam’s Club, we are member-obsessed, which drives our work to ensure our members enjoy their shopping experiences while providing measurable value to advertisers. Serta’s success proves how first-party retail membership data helps us get to know our members while empowering advertisers to target specific audiences more efficiently and effectively.
For more information about Sam’s Club MAP’s new Sponsored Videos, CTV Ads, and Interactive Videos, contact Sam’s Club MAP team.
1 Fountain, Lauren, “How Long Should a Mattress Last?”, The Sleep Foundation, January 31, 2023
2 LaMarco, Nicole, “How Much Should You Spend On A Mattress? Our Sleep Editors Weigh In,” Forbes, April 5, 2024
