Sam’s Club has grown its Member’s Mark community to more than 150,000 participants nationwide, a threefold increase in just two years. The community gives members the ability to trial, test, taste and recommend hundreds of exclusive Member’s Mark products, the club’s private brand.
“Membership is about more than access and savings. It’s about giving members a voice,” said Myron Frazier, chief merchant for Sam’s Club. “Sam’s Club is already co‑creating with our members at scale, proof that collaborative relationships with consumers are not only possible, but possible in a way that distinguishes us in retail.”
Jonah Berger, marketing professor at The Wharton School of the University of Pennsylvania, said, “Today’s consumers are increasingly seeking value – not just in good prices and the right products – but also from relationships with brands where they feel their input is valued and even rewarded with offerings that meet their wants and needs.”
Established in 2019, the opt‑in, member‑driven community reemerged at scale in June 2024 with 50,000 participants. Two years later, membership has tripled, with 15,000 highly engaged members participating in five or more activities per month. To date, members have completed almost half a million activities, from quick polls on exclusive flavors to hands‑on prototype testing. The most engaged members reside in Texas, Florida, Pennsylvania, and California.
Sam’s Club is planning additional engagement opportunities, including listening sessions and live events. The first of these events took place in Grapevine, Texas, in February, where more than 200 local members were invited to preview the spring collection of Member’s Mark attire, sharing real‑time feedback on everything from fabric to fit.
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About Sam’s Club
Sam’s Club, a division of Walmart Inc., operates more than 600 clubs in the U.S. and Puerto Rico. Now in its 43rd year, the membership club offers fresh food, Member’s Mark items, and technologies including Scan & Go, curbside pickup, and home delivery.