Daily Insights

The Superstore Sprint

By: Mackenzie Baker | Jan 03, 2020

Sam’s Club is putting the speed of its new mobile-checkout app to the test using two of the world’s fastest athletes. 

Olympic athlete Usain Bolt—who holds the record as the world’s fastest man—stars in the ad highlighting Sam’s Club’s revamped ‘Scan & Go’ app that allows customers to scan items as they shop to quickly check-out. The brand’s app comes at a time when many grocery stores have been promoting delivery, and giants like Amazon have strengthened their efforts to acquire space in the grocery market. Sam’s Club’s new ad campaign and app can show customers that the physical retail shopping experience does not have to be as time-consuming as it once was. So far, the app has received the the highest rating for grocery scanning apps according to a Gartner report on the topic, and has proven successful with customers who enjoy the warehouse shopping experience but not the tedium it entails. 

To show just how fast the app can work, Sam’s Club  challenges Usain Bolt to scan twenty items in under three minutes—which he, not surprisingly, successfully does. Runner Allyson Felix—who recently surpassed Bolt’s record of most championship gold medals—makes a cameo at the end of the ad as well, ready to beat Bolt’s scan record. By including star athletes, Sam’s Club makes light of the often laborious process of grocery shopping and may inspire customers to try and complete challenges of their own. 

Sam’s Club is leveraging updated app technology to make grocery shopping quicker and easier. In the future, more grocers may lean into scanning technology to simplify and spice up the buying experience for consumers and employees.

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