Owned and operated by Walmart, Sam's Club is the 8th largest retailer in America, serving over 47 million members. With attrition rates on the rise, Sam's Club wanted to engage its member base through more frequent, digital communication. We tackled this in several ways, including segmenting their members by demographic and developing a year-long strategy for communicating with their first-year members.
First Year Journey:
The first year of a customer's membership is their most critical. The more these members engage the first few months, the more likely they are to renew. We developed a first-year journey for these members, contacting them 24 times throughout the year. Each contact includes a direct mail, an email, and a corresponding landing page.
Mom's and Dad's Club:
New moms are a very valuable, very loyal group of members for Sam's Club. We created a similar journey for these new moms, contacting them several times throughout the year, inviting them to join a community where they can access special offers, samples, and ideas.