Sam’s Club wanted to develop a reimagined experience for associates, suppliers and guests at its headquarters, one that embodied the brand, instilled pride and supported the company’s member-centered focus of “Expect Something Special.” The design also needed to respond in a brand-right manner to new ways of working, facilitating in-person and digital collaboration in the short term and in the future.
Miller Zell focused the design messaging by targeting key audiences: suppliers, buyers & merchants, associates and their guests and store-level Sam Club staff visiting the headquarters. Another focus was elevating “Members Mark” products compared to competitor’s offerings. Design intent included inspiring brand pride and advocacy and emphasizing that Sam’s Club prime goal was putting members first.
The executed design created an associate and visitor experience that instilled pride, highlighted product quality and illustrated how Sam’s Club puts its members first. From an in-house store to a restaurant & coffee shop, to shared workspaces, to intuitive wayfinding, to impressive and diverse digital touchpoints that told various brand stories, the reimagined environment met the brand ideal of “Expect Something Special.”