Enerjisa

Sam's Club Transforms Membership with AI-Driven Experience

At CES, Sam’s Club EVP and chief experience officer Diana Marshall described the retailer’s shift to a human-led, tech-powered membership strategy that treats experience as the primary differentiator. Sam’s Club has formalized an experience organization within the Walmart enterprise, emphasizes associate experience as foundational, and leverages closed-loop membership data and AI-driven personalization to enable next-best-action engines and real-time contextual experiences. The company positions its Member Access Platform (MAP) as a “retail experience network” — a retail-media capability designed to improve member experience while driving acquisition, loyalty, and brand partner outcomes. Marshall also emphasized leadership principles that prioritize humanity alongside automation.

Total Wine's Growth Strategy: Intent-Based Leadership in Action

In an episode of the Brave Commerce podcast published by Adweek, Brian Gelb, senior vice president of wine and concierge at Total Wine & More, discusses how the retailer is growing share while the broader alcohol market faces headwinds. Gelb attributes his “intent-based leadership” approach to his military background; the model pushes decision-making downward, builds ownership, and requires teams to present recommendations rather than only problems. The conversation covers retailer–supplier friction, the importance of bringing customer insights into joint business planning, and Total Wine’s disciplined focus on service, selection, and competitive pricing. Gelb also describes assortment expansion into non-alcoholic, THC-infused, and emerging functional beverage categories.

Retail Investors' Top Trades Amid Market Turmoil Revealed

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