Download - NMDL Final Sam's Club
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Sam’s ClubAlan Kamieniecki
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Background Information
Founded in 1983, division of Wal-Mart Stores Inc. Headquarters located in Bentonville, AR 8th largest retailer in the U.S. by annual net sales
Annual revenue = $58 billion
652 clubs in U.S. and Puerto Rico Benefits include: pharmacy, fuel stations, optical
centers, hearing aid centers, photo centers, tire/battery centers and free monthly health screenings
http://corporate.samsclub.com/about-us/quick-facts
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Competitors
2nd in the industry behind Costco
Competitive Advantage: Lower annual
membership fee More evenly spread
across U.S. More stores in more
states Delivery, installation
and technical support services
Cheaper groceries
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Target Audience
Ages 30-45, male and female
New couples living business oriented lifestyles
Large families with younger children
Neighboring customers
New mothers Emphasize on small
businesses and everyday living
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Social Media Facebook
Over 2 million people checked in, 2.6 million likes
Twitter 95.4k followers
Instagram 28.3k followers
Pinterest 14.1k followers
YouTube 2,489 subscribers
Google+ 38,847 followers
LinkedIn 45,817 followers
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Internet Marketing Focus primarily on display advertising
Target popular websites such as… Google Amazon CNN
Present special offerings and featured products Keyword examples: kitchen supplies, baby
products, frozen foods, SEM, SEO and ‘how to build your own website’
$12.00 based off a pay per click method
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Mobile ApplicationsSpecialized
Services Sam’s Club Sam’s Club Scan & Go Sam’s Club Travel Sam’s Club Healthy
Living Made Simple
Suggestion: Combine all the
applications into an all-in-one experience on your mobile device
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Big IdeaSam’s Club Navigation
New customer interaction app
Gives customers layouts of nearby warehouses
Provides them with directions to find desired products and services
Allows customers to… Plan ahead of time Limit employee
dependency Create less cluster in aisle
ways Be in and out in a timely
manner
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Budget
Approximately $33,000 over 6-month span $5,500 per month
40%, $2,200 – design, graphics and photos
30%, $1,650 – advertising and reach Half Facebook, half Twitter ($825 each)
10%, $550 – social media scheduling 10%, $550 – analytics 10%, $550 – sharing capabilities
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Conclusion
Emphasis on social media and visual content Great deal of budget spent on advertising Want to increase market share by 10% from
July-December 2016 Track progress through clicks and
engagement Analyze how long users spend on Sam’s
Club’s online presence Measure in-store traffic and sales