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Sam's Club Now Mystery Shop


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Could this be the Sam’s Club of the future? Go inside the innovative new Sam’s Club NOW in Dallas, with shopper report from Field Agent.

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Sam's Club Now Mystery Shop

  1. 1. 2 Meet the Shoppers Retail-auditing and insights firm Field Agent dispatched mystery shoppers—we call them “agents”—to the new Sam’s Club Now in Dallas, TX. All mystery shops were conducted November 16-28, 2018. N=10 60% 40% Male Female 18-24 25-34 35-44 45-54 55-64 20%20% 10% 40% 10% 100% Yes Are you a Sam’s Club member? Dallas, TX: Age:Gender: Agent Photo
  2. 2. 3 Sam’s Club Now Purchases To get the full Sam's Club Now experience, participating agents were required to purchase at least two items totaling $10 or more. “[I liked] the prepared foods, including sushi!!!!" - Agent Quote Agent Screenshots & Photos:
  3. 3. 4 Word Association “It was a very quick and easy process.” - Agent Quote What 3 words best describe Sam’s Club Now? This was a free form question. All the words below were used by more than one agent. Easy 4 Fast/Quick 4 Enjoyable 2 Compact 2 Convenient 2 Innovative 2 Awesome 2 Modern/ Futuristic 2 Word: Times used: N=10 EASY EASYFAST ENJOYABLE COMPACT CONVENIENT AWESOME MODERN FUTURISTIC INNOVATIVE QUICK
  4. 4. 5 Most Appropriate Emoji Which one emoji best captures how you feel about Sam’s Club Now? “I really like this new concept and how easy and cutting-edge [it is]. It not only gives Sam's Club a modern yet trendy's fun…" - Agent Quote 60% 10%30% N=10
  5. 5. 6 Top Likes “I like that I got more of a 'grocery store feel' but with the warehouse prices.” - Agent Quote What 3 things did you like most about Sam’s Club Now? This was a free form question, in which shoppers could write anything they wanted. Below are the top ”likes” cited by shoppers. Quick/easy checkout process (specifically mentioned 4 times) Not waiting in line/no crowd (3 mentions) Scanning feature on app (3 mentions) The dairy section (3 mentions) Free samples (2 mentions) General convenience (2 mentions) Associates/employees (2 mentions) Sushi (2 mentions) Agent Photo N=10
  6. 6. 7 Top Suggestions “I'm spoiled to the product choices of the traditional Sam's Club shopping experience, so there will be times I'll need to shop the superstore for some things." - Agent Quote Offer 3 suggestions for/criticisms of Sam’s Club Now? This was a free form question, in which shoppers could write anything they wanted. Below are the top suggestions cited by shoppers. Offer wider selection/more choice (specifically mentioned 8 times) Enlarge the store (3 mentions) Agent Photo N=10
  7. 7. 8 Was it strange not going through checkout? “I liked the technology and ease of checkout.” - Agent Quote How strange did it feel not going through a checkout station to purchase your merchandise today? Extremely strange Very strange Moderately strange Not very strange Not at all strange 50% 20% 10%10%10% N=10
  8. 8. 9 Payment Preference - Agent Quote If you had to choose, how would you rather pay for the items you purchased today? 100% Scan & Go “I loved the checkout."N=10 *Conventional checkout 0% Agent Photo
  9. 9. 10 Sam’s Club Now Ratings - Agent Quote On a five-point scale, where 1 is “very poor” and 5 “very good,” rate the following dimensions of Sam’s Club Now. “Employees were extremely friendly and helpful." 4.8 44.14.3 Shopping experience/ enjoyment Ease of shopping/ organization of merchandise Employee interaction/ customer service Technology Store environment/ atmosphere Prices Selection Store size Sam’s Club Now overall N=10
  10. 10. "The location feature to find a product is the greatest thing ever." 11 Mobile App Rating - Agent Quote On a five-point scale, Rate the Sam’s Club Now app on the following dimensions Agent Screenshot 4.8 4.7 4.8 Scan and pay for merchandise Locate products/ navigate the store Sam’s Club Now app overall 4.7 N=10
  11. 11. 12 Repeat Intentions - Agent Quote How likely are you to shop at Sam’s Club Now in the future? “This is a home run...the execution of the app and the compact size of the store is a winner." For this question, agents were asked to assume they have convenient, local access to Sam’s Club Now. Completely likely Very likely Moderately likely Not very likely Not at all likely 0%0% 10% 30% 60% Agent Photo N=10
  12. 12. 13 Want more cutting-edge retail? Subscribe to the Blog @FieldAgentInc |