BJ’s Wholesale Club has become the latest retailer to launch a media network, offering brands a comprehensive advertising solution to connect with its members. The new program, called BJ’s Media Edge, is being launched in partnership with Microsoft’s PromoteIQ solution.
“We are thrilled to collaborate with Microsoft and offer brand partners a highly effective, omnichannel approach in order to increase brand exposure to our members,” said Rachael Vegas, EVP and Chief Merchandising Officer at BJ’s Wholesale Club in a statement. “This program will continue to provide a tremendous opportunity for brands to drive growth, accelerate new product launches and deliver on their business goals.”
The new offering will allow BJ’s brand partners to:
- Buy onsite and offsite media;
- Reach BJ’s members across highly trafficked touch points on BJ’s owned properties;
- Connect with in-market members across the open web;
- Target audience segments to influence purchase behavior;
- Reach members seeking inspiration through digital and social media extensions; and
- Access real-time analytics and data on their campaigns.
Closed loop measurement reporting capabilities are currently in development to help brands understand business outcomes by matching ad exposure to purchases online and in-club.
“BJ’s Media Edge is a meaningful step forward for both our company and our brand partners,” said Monica Schwartz, EVP and Chief Digital Officer at BJ’s Wholesale Club in a statement. “We designed this program to leverage the power of first-party data from our highly engaged 6.5 million members. This new program builds upon our existing digital marketing offerings with a customizable solution for brand partners to influence our members at every stage of their purchase journey, all while driving measurable returns.”
Retail media is one of the fastest-growing areas of digital marketing, particularly because it can help retailers and brands navigate growing restrictions on data collection and tracking while improving the bottom line.
“We’re seeing something like 50 retail networks launched in the U.S. alone already,” said Jon Flugstad of McKinsey in a Retail TouchPoints report on retail media. “Next year, [retail media] will be about $50 billion in media spend, which is about 25% of all digital media, and we’re seeing forecasts of around $100 billion by 2026.”
With new retailers joining the mix seemingly daily, established players in the space are rapidly enhancing their retail media offerings as competition heats up:
- Fellow membership club Sam’s Club teamed up with Pacvue to enhance the product discovery capabilities of its retail media network;
- Carrefour Group — one of the first retailers in Europe to launch a retail media network — created a joint venture with Publicis Groupe to help bring the retail media market in Europe and Latin America to the same levels of scale and connectivity as in the U.S.;
- Walmart announced a series of new partnerships with TikTok, Snap, Roku and livestreaming platforms Firework and TalkShopLive to enable new off-site and video-based advertising capabilities;
- Best Buy partnered with DoubleVerify to improve the measurement capabilities of its Best Buy Ads platform; and
- HelloFresh streamlined its retail media offering with the launch of a new online platform in partnership with Brandcrush.