• Walmart-owned Sam's Club has a 'treasure trove' of purchasing data.
• CEO Chris Nicholas told BI this data is powering the company's big push into experiential retail.
• Nicholas has named Diana Marshall to be his new chief experience officer, or CXO — a relatively rare title in retail.

Recently, Sam's Club CEO Chris Nicholas shared his excitement about the company's rise to become the top-rated retailer for customer satisfaction, surpassing Costco. Recognizing the momentum from a year filled with technological advancements, including AI-powered exit gateways and cashierless store formats, Nicholas emphasizes that maintaining this success requires ongoing effort: 'There’s more to do. Nothing happens by accident.'

Through an extensive array of customer data and insights from their membership, Sam's Club aims to refine the shopping experience and remain competitive. Nicholas' appointment of Marshall as CXO marks a bold step toward enhancing customer engagement, reinforcing the belief that superior experiences can drive consumer loyalty and reinvest into technology, wage increases, and lower pricing. This innovative approach could redefine the future of retail, as Nicholas indicates, 'I believe genuinely that that’s going to redefine what the future of retail looks like.'