Case Study: Sam’s Club achieves rapid member insights and 3.7M feedback responses with Medallia’s Ask Now

Using self-service to drive member experience and innovation

Sam's Club, the U.S. membership-only retail warehouse chain, needed fast, reliable member feedback to navigate rapidly changing operations and customer needs during the pandemic. To close the communication and insight gap, Sam's Club partnered with Medallia and deployed Medallia’s Ask Now self-service experience to capture real-time member sentiment and awareness.

Using Medallia’s Ask Now, the insights team launched instant awareness checks, segmented tests (e.g., Senior Concierge to pilot curbside), and ongoing trackers that informed messaging, homepage changes, curbside rollout decisions, and holiday merchandising. The program generated measurable results — over 3.7M responses since launch (1.3M in the past 12 months and 1M since the start of COVID‑19) — driving immediate improvements in member awareness, service quality, and operational decision-making with Medallia’s solution.

Sam's Club

Tracey Brown

Chief Experience Officer