NMDL Final Sam's Club

Digital strategy presentation

1. Sam’s Club Alan Kamieniecki

2. Background Information Founded in 1983, division of Wal-Mart Stores Inc. Headquarters located in Bentonville, AR 8 th largest retailer in the U.S. by annual net sales Annual revenue = $58 billion 652 clubs in U.S. and Puerto Rico Benefits include: pharmacy, fuel stations, optical centers, hearing aid centers, photo centers, tire/battery centers and free monthly health screenings http:// corporate.samsclub.com /about-us/quick-facts

3. Competitors 2 nd in the industry behind Costco Competitive Advantage: Lower annual membership fee More evenly spread across U.S. More stores in more states Delivery, installation and technical support services Cheaper groceries

4. Target Audience Ages 30-45, male and female New couples living business oriented lifestyles Large families with younger children Neighboring customers New mothers Emphasize on small businesses and everyday living

5. Social Media Facebook Over 2 million people checked in, 2.6 million likes Twitter 95.4k followers Instagram 28.3k followers Pinterest 14.1k followers YouTube 2,489 subscribers Google+ 38,847 followers LinkedIn 45,817 followers

6. Internet Marketing Focus primarily on display advertising Target popular websites such as… Google Amazon CNN Present special offerings and featured products Keyword examples: kitchen supplies, baby products, frozen foods, SEM, SEO and ‘how to build your own website’ $12.00 based off a pay per click method

7. Mobile Applications Specialized Services Sam’s Club Sam’s Club Scan & Go Sam’s Club Travel Sam’s Club Healthy Living Made Simple Suggestion: Combine all the applications into an all-in-one experience on your mobile device

8. Big Idea Sam’s Club Navigation New customer interaction app Gives customers layouts of nearby warehouses Provides them with directions to find desired products and services Allows customers to… Plan ahead of time Limit employee dependency Create less cluster in aisle ways Be in and out in a timely manner

9. Budget Approximately $33,000 over 6-month span $5,500 per month 40%, $2,200 – design, graphics and photos 30%, $1,650 – advertising and reach Half Facebook, half Twitter ($825 each) 10%, $550 – social media scheduling 10%, $550 – analytics 10%, $550 – sharing capabilities

10. Conclusion Emphasis on social media and visual content Great deal of budget spent on advertising Want to increase market share by 10% from July-December 2016 Track progress through clicks and engagement Analyze how long users spend on Sam’s Club’s online presence Measure in-store traffic and sales