The trend: Recent moves demonstrate warehouse clubs are pushing to monetize their rich customer data by building more measurable in-store retail media businesses.

The examples:

• Sam’s Club, which last year folded its demos and samples business into its Member Access Program retail media arm, is working to make free samples more trackable and actionable through Freeosk-operated vending machines and screens, per Modern Retail. Members scan their card to receive samples—such as laundry detergent or cookies—and can add full-size products displayed next to the kiosk directly to their cart. Shoppers may also receive coupons for unrelated items and follow-up promotional emails.
• The effort builds on Sam’s October rollout of Freeosk-powered interactive screens, which are placed alongside staffed demo carts to allow customers to review products and submit feedback directly on the retailer’s website.
• At BJ’s Wholesale Club, a partnership with in-store retail media platform Looma is adding in-aisle interactive screens to existing digital end caps. The screens are designed to engage shoppers at shelf and help brands build awareness, offering personalized wine and cocktail recommendations in clubs with beer, wine, and liquor departments.

Implications for brands: Warehouse clubs have a built-in edge over most other retailers: They know exactly who’s walking in the door and what is purchased. That data makes it easier for them to prove outcomes, which is one of in-store retail media’s biggest challenges.