2018 Shopper Marketing Summit, March 12 - 14, 2018

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How Sam’s Club Won Back Lapsed Shoppers – and Increased Incremental Revenue – Through Online Digital Offers

Date and Time: 
Wednesday, March 29, 2017 - 10:45am to 11:45am
Loyalty & Personalization
Steve Cawood
Adrian Fung

Sam’s Club is known for offering exceptional value to its members. Recently, it recognized that it had many members who had purchased in the last year but not in the last 90 days. To re-engage its members and excite new ones, Sam’s Club launched targeted incentive offers on behalf of Foster Farms, Unilever and Huggies. Powered by Triad Retail Media, these online offers had up to a 12 percent redemption rate and, in some cases, an estimated $3 million of incremental revenue. Triad Retail Media and Sam’s Club will share a case study on how it put instant saving benefits to work through relevant, digital media. Attendees will:

  • Learn how the partnership between Triad Retail Media and Sam’s Club mutually identified an opportunity to reactivate old, and reward new, members.
  • Hear the results of each unique targeted incentive offer, including redemption rate, repurchase rate, campaign cost and estimated incremental revenue.
  • Understand the importance of having a one-to-one customer relationship to drive customer engagement and ultimately, sales.

Speaking at this Session

Steve Cawood

SVP, Partnership Marketing
Triad Retail Media

Steve Cawood joined Triad Retail Media as VP of the Sam’s Club Online Media Program in 2010. Cawood has led annual net revenue growth of more than $17MM for Sam’s Club during the past five years. He oversees the partnership marketing and the in-club digital signage team for the Sam’s Club business, managing both the sales and functional teams.

Cawood brings more than 25 years of retail experience to Triad Retail Media, with the majority of his career working for Walmart in operations and marketing. Prior to joining Triad, he worked for shopper marketing agency Mars Advertising, leading retainer accounts that included Clorox, Levis and the NBA. He also spent time leading the Southeast Division of sales for Gas Station TV.

He is a graduate of the University of Oklahoma.

Adrian Fung

VP, Online Engagement
Sam's Club

With over 20 years of experience, Adrian Fung is a proven marketing leader with a strong track record of helping both large businesses and startups achieve rapid growth. To do this, Adrian balances a highly analytical data-driven approach to marketing with creative innovation that delivers delightful customer experiences.

Adrian has deep hands-on experience in marketing & launch strategy, product marketing, search engine marketing (SEM), search engine optimization (SEO), and web conversion rate optimization. Leveraging these skills, he has both helped businesses build high performing marketing teams from the ground up, as well as led larger organizations of over 50 people.