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BJ’s Wholesale Club Launches Retail Media Program


Marlborough, Massachusetts-based BJ’s Wholesale Club has launched its retail media program, BJ’s Media Edge, using Microsoft PromoteIQ. The program offers brands an advertising solution to connect with the club’s members.

“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, CMO. “This program will continue to provide an opportunity for brands to drive growth, accelerate new product launches and deliver on their business goals.”

BJ’s recognizes that retail media is critical within the modern marketing mix and is committed to a future where advertising and e-commerce thrive to create an improved shopping experience for its members. Early adopters to BJ’s Media Edge who have activated a campaign on the Microsoft PromoteIQ platform have seen a return on media investments.

“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, EVP, chief digital officer.

“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.”

Some key opportunities include:

  • A unified Microsoft PromoteIQ interface where brand partners can:
    • Buy onsite and offsite media with one platform;
    • Reach members across trafficked touchpoints on BJ’s-owned properties;
    • Connect with in-market members across the open web; and
    • Target audience segments to influence purchase behavior.
  • Reach members through digital and social media extensions;
  • Access to real-time robust analytics and data;
  • Closed loop measurement reporting capabilities is in development to help brands understand business outcomes by matching ad exposure to purchases online and in club.

To learn more about driving business growth and brand engagement within strategic advertising solutions, visit bjs.com/mediaedge.

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