The Client
Sam’s Club is a division of Walmart and operates as a membership-only warehouse club purchasing solution for small businesses and families. The club has 600 locations across the US, and, in addition to what can be purchased in-store, Sam’s Club also offers a large range of financial and business services to its members. The division generates annual net revenue of $58B USD.
The Challenge
After completing deep quantitative analysis with its consumer brand, Walmart, the retail giant wished to deploy the same methodology to its Sam’s Club division to better understand the nature of the current customer experience for its Business Members (as opposed to its families segment) and identify any organisational gaps preventing it from delivering consistently exceptional customer experience across all touchpoints.
The Approach
Strativity deployed its quantitative research tool to over 5,000 business customers (Food Services, Care Organisations, Services and Resellers), and over 260 staff members, and conducted interviews with business members to uncover additional insights and opportunities.
The Results
The quantitative research and interviews yielded critical insight into where Sam’s Club could improve and redesign the customer experience. Moments of Truth across Assortment, Pricing and Check-Out were key areas of focus, as was developing a comprehensive mind-shift, empowerment and engagement program to enable all associates (employees) to deliver a consistently on-brand Sam’s Club experience. In the fiscal year following Strativity’s analysis, Sam’s Club revenue increased by 3% ($1.8B USD).
