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Walmart’s Sam’s Club division is achieving higher-than-expected results from its personalized digital offer program, which it installed in August 2009.
The program, “eValues,” employs Minneapolis-based FICO’s Retail Action Manager as its core predictive technology platform. “Our strategy for success is based on employing member insights to make the best choices for our members, and with FICO predictive analytics and optimization, we can take into account a member’s preferences, purchase history and in-club product availability to maximize offer relevancy and profitability through our eValues program,” said Linda Vytlacil, VP for member insights at Bentonville, Ark.-based Sam’s Club.
FICO Retail Action Manager is a marketing decision application using a combination of predictive analytics, rules and optimization technology. Sam’s Club is the first retailer to automate the combination of these technologies to target highly customized digital offers to its members.
“Not only are traditional paper coupons wasteful, they [also] require consumers to do all the work of evaluating their usefulness, clipping and bringing them into the club, and presenting them at the point of sale,” said Cindy Davis, EVP for marketing, membership and eCommerce at Sam’s Club. “By contrast, the Sam’s Club eValues program presents Sam’s Club Plus members with offers on products they love and on items they may be interested in trying. The eValues offers are loaded electronically onto their membership cards. Members can view their offers any time at Samsclub.com and via in-club kiosks, and the offer is applied automatically at checkout. To date, the results have included a higher-than-expected response from members.”