BJ’s Wholesale Club launches retail media program

BJ’s Media Edge, which utilizes Microsoft PromoteIQ, looks to offer brands a comprehensive advertising solution to connect with shoppers.
Gisselle Gaitan
Online Editor
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retail media marketing

BJ’s Wholesale Club has debuted its retail media program — BJ’s Media Edge.

Using Microsoft PromoteIQ, the program looks to offer brands a comprehensive advertising solution to connect with the warehouse club retailer’s members, the company said.

“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, executive vice president and chief merchandising officer at BJ’s Wholesale Club. “This program will continue to provide a tremendous opportunity for brands to drive growth, accelerate new product launches and deliver on their business goals.”

[Read more: BJ’s Wholesale Club to accept online SNAP EBT payments chainwide]

The program is part of the retailer’s mission to help advertising and e-commerce thrive together to aid in creating an optional shopping experience for its customers.

“BJ’s Media Edge is a meaningful step forward for both our company and our brand partners. We designed this program to leverage the power of first-party data from our highly engaged 6.5 million members,” said Monica Schwartz, executive vice president and chief digital officer at BJ’s Wholesale Club. “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.”

Opportunities the program will provide include a unified Microsoft PromoteIQ interface where partners will be able to buy onsite and offsite media on one platform, reach members across highly trafficked touchpoints, and connect with in-market members and target audience segments to influence purchase behavior.

[Read more: BJ’s Wholesale Club moves headquarters to new location]

In addition, the program also is set to help reach members seeking inspiration through digital and social media extensions, provide access to real-time robust analytics and data, and have a closed-loop measurement reporting capability that is currently in development, the company said.