Dive Brief:

• Sam’s Club and Giant Eagle each announced this week the implementation of new capabilities to their retail media operations in an effort to streamline and organize data gathered from ad campaigns. 
• Sam’s Club launched its Media and Sales Performance Dashboard, which acts as a central source for campaign performance for the retailer’s Member Access Platform (MAP). Giant Eagle introduced closed loop reporting capabilities that allow brands to attribute in-store and online sales back to specific points in the customer’s shopping trip. 
• As retail media continues to grow, grocers are finding ways to tackle the challenge of efficiently sorting through performance data so it is still relevant for brand partners.

Dive Insight:

Both Sam’s Club and Giant Eagle’s newly implemented technologies show improvements in analyzing data with their retail media platforms — something that continues to be one of the grocery industry’s biggest challenges in maximizing retail media. 

Sam’s Club’s new dashboard funnels campaign metrics from its MAP platform with its sales performance, allowing advertisers to track media impact. The Media and Sales Performance Dashboard also consolidates sponsored product ads and display campaigns together with sales performance in one interface, according to the Tuesday press release. 

The dashboard provides advertisers with visibility into item sales, new buyers, in-club attribution from search, total ad attributed sales and more, the announcement stated. 

In an effort to improve measurement standardization — another obstacle in the retail media space — Sam’s Club MAP partnered with Circana to offer “incrementality measurement” based on Circana’s methodology in post-campaign reporting. 

Sam’s Club launched a similar feature for MAP in March that enabled advertisers to attribute in-club purchases to their search ads in an effort to bridge the gap between grocers and advertisers in the retail media space. 

Meanwhile, Giant Eagle has introduced closed loop reporting capabilities to better measure the effectiveness of marketing efforts in a “standardized and proprietary fashion” to its in-house retail media platform Leap, according to a Monday press release. The regional grocer launched the self-built platform, which utilizes its loyalty program, earlier this year.

Existing and new Leap partners can access the closed loop reporting capabilities and, for the remainder of 2023, the offering will be available as a beta version, per the announcement. 

Giant Eagle will continue to advance Leap’s offerings to include features like near real-time results to improve active campaigns, according to a spokesperson for the grocer.