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.

2. 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

3. 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:

4. 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

5. 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 vibe...it's fun…" - Agent Quote
60% 10%30%
N=10

6. 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

7. 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

8. 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

9. 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 scanning...to checkout."N=10
*Conventional checkout 0%
Agent Photo

10. 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
4.64.84.94.94.9
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

11. "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

12. 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

13. 13
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