Dive Brief:

• Sam's Club members are used to bringing home large packs of everyday goods, but now the company is developing a new version of its existing Scan & Go technology that would solve the issue of having to transport bulky items.
• The company is piloting a new program called Scan & Ship, which allows members to scan products using the Scan & Go feature in the Sam's Club app and have them shipped to their homes or any desired destination, according to a press release Tuesday. The new feature also lets members choose different colors and sizes that may not be available in the store.
• Three locations are currently participating in the Scan & Ship pilot, including Sam's Club Now, the company's Dallas-based innovation lab, per the release. 

Dive Insight:

Sam's Club's most recent attempt to provide an easier shopping experience is the latest example of how retailers use fulfillment innovations to adapt to consumers' changing shopping behavior.

It's also another example of how Walmart and other retailers are blending online and offline shopping for maximum impact. In October, Walmart began implementing store remodels that promote the use of the company's app while shopping.

Last year, when retailers and wholesale clubs selling essential goods experienced tremendous growth, the Sam's Club app saw 9.6 million downloads, according to AppTopia data cited in the release. That's "almost twice as many downloads as competitor apps," Sam's Club said.  

Alongside the Scan & Ship announcement, the company is also releasing a new feature in stores that gives members the chance to try out the Scan & Go feature without downloading the app onto their phones. 

It is through perks like convenient fulfillment services that companies stand out among the stiff competition between big-box retailers. Costco reported a 450% rise in same-day grocery delivery sales in the second quarter and, in January, began testing curbside pickup at three stores. Meanwhile, Target has also recently been testing new methods to deliver orders faster after experiencing a whopping three-digit percentage point growth for its digital fulfillment services.  

"Just like Scan & Go, Scan & Ship gives members greater control of their shopping experience," said Tim Simmons, senior vice president and chief product officer at Sam's Club. "It's exciting to see our team develop and launch the Scan & Ship pilot so quickly, and it's got great potential to deliver the ultimate omnichannel member experience across our entire chain."