Sam's Club Nudges Its Members Towards Digital With Selection Of Salesforce
By Christine Kern, contributing writer
The Big Box Retailer will use Salesforce to engage new and existing members in an entirely new way.
Sam’s Club, a division of Walmart Stores, Inc., has announced that it has selected Salesforce, the Customer Success Platform and leading CRM company, to digitally transform business membership acquisition and engagement and help enhance membership experiences in its more than 650 clubs nationwide.
Adopting Salesforce means transitioning Sam’s Club membership processes from manual, paper-based ones to digital ones, automating processes to maximize productivity and allow its membership teams to build relationships and sign up new members in real-time, from anywhere, on any device. The Analytics Cloud also will provide both management and in-club membership teams with full visibility into those interactions across every club.
“At Sam’s Club, deepening the relationships we have with our members, both in-store and online, is a #1 priority,” explained Tracey Brown, chief membership officer at Sam’s Club. “We’re placing big bets on the Salesforce platform to transform how we do membership acquisition and engagement and to give our members an authentic and personalized experience. When you match customer-centricity with frictionless commerce, great things start to happen.”
As Retail Dive pointed out, the adoption of Salesforce should give the big box retailer increased flexibility to improve its relationships with its current members, while also allowing it to reach out to potential new customer groups in a current and modern fashion. The Cloud technology can help pull the retailer firmly into the 21st century culture to create a sense of dynamic community among its members.
"To meet the needs of today's connected shopper, retailers must supercharge their employees with the applications and tools they need to delight customers and deliver a seamless experience across every channel," said Shelley Bransten, SVP of retail at Salesforce. "With Salesforce, Sam's Club is doing just that by ensuring its membership team is equipped with the technology they need to access information from anywhere and on any device."