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sams-club-fayetteville-107_0_0.jpg Sam's Club
The retailer unveiled a new engagement program on Thursday through the Member’s Mark Community.

Sam’s Club leans into members to create the perfect grill

New program empowers shoppers through feedback

Sam’s Club members will play a more active role in the Member’s Mark private-label products that are stocked on the shelves.

The retailer unveiled a new engagement program on Thursday through the Member’s Mark Community, which is an opt-in network. The Member’s Mark Community allows 50,000 members to engage in such things as flavor voting and product testing.

“This is more than just an idea, it’s a collaboration that is already happening at scale,” Megan Crozier, chief merchant at Sam’s Club, said in a statement. “We see the opportunity to include all members in the future.”

The Members Mark Community was on full display for this season’s grill offering. The product development team identified grillers through a questionnaire, and 20 grill prototypes were distributed to members in the Dallas-Fort Worth area. Members tested the grills, and feedback led to the development of a grill that included adjusted features to ensure it was tailor-made to match member needs and preferences.

“The future of customer engagement is participatory as retailers and customers collaborate in commerce to create win-win experiences,” said R “Ray” Wang, CEO of Constellation Research, a Silicon Valley-based research and advisory firm, in a statement.

The Members Mark Community is currently engaging with members who regularly purchase Member’s Mark items from the club.

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