By Dean McElwee, eCommerce leader and author of eCommerce for CEOs
The power of data at work here from Sam’s Club. They have launched display ads in the Scan & Go experience. So as you scan the product, an ad is served to help shoppers find and add different items in the store. The ads dynamically refresh after each new product scan, allowing brands to reach shoppers at the point of conversion.
Scan & Go adoption has surged by 50% in the past three years as shoppers grab the opportunity to shop in a more convenient way. What does this mean for brands:
- Understand shopping behavior, especially market basket analysis so the right ads can be served in the right context
- Consider this as an additional method of engaging shoppers in the path to purchase
