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07 / Sam’s Club / Campaign

Designing member-first campaigns

Membership only works if the digital club feels like the club. Fragmented pages were sending members searching instead of shopping.

Web + app
One visual system across placements
ADA
Ads built to read on both platforms
Up
Engagement and sales after the refresh

Context

The membership, on every screen

Sam’s Club set out to be the membership people love most — in clubs, online, and on mobile, across the U.S. and Puerto Rico. The team created in-app campaigns, branded style guides, landing pages, and site placements for top-tier brands and service partners.

Campaign creative held to the member benefit, not a one-off look.

Problem

Relevant products were hard to find

Members struggled to navigate digital platforms and land on what they came for. Engagement and sales paid the price. Research across mobile and web said the experience felt fragmented. Navigation, accessibility, and visual consistency went to the front of the backlog.

Approach

Campaigns that obey the same guide

We designed in-app campaigns on samsclub.com for brand and service partners, and refreshed seasonal placements on web and app with the design team’s style guides. Ads were built ADA-compliant for Android and iOS.

Information architecture, flows, and wireframes came before the visual pass so seasonal work would not invent a new product every quarter.

Seasonal placements share structure so a member recognizes the club before the promotion.

Outcome

Consistency showed up in the numbers

Usability testing and engagement data both moved: more engagement, more sales. The lesson is unglamorous and durable. A membership brand wins when web, app, and campaign feel like one place. More time would have gone into deeper flow testing, not more decoration.

Role & tools

Campaign and placement design with the brand system, including ADA-compliant ads for iOS and Android.

  • Style guides
  • Landing pages
  • In-app campaigns
  • Accessibility
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