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BJ's Wholesale Club announced that it is launching a proprietary retail media network, BJ's Media Edge, which it says is designed to offer brands "a comprehensive advertising solution to connect with BJ’s members."

BJ's says that it "recognizes that retail media is increasingly critical within the modern marketing mix and is committed to a future where advertising and e-commerce thrive together to create the best shopping experience for its members. Early adopters to BJ’s Media Edge who have activated a campaign on the Microsoft PromoteIQ platform have seen a significant return on media investments."

The announcement says that the benefits to brands include the ability to "buy onsite and offsite media with one platform" … "reach members across highly trafficked touchpoints on BJ’s owned properties" … "connect with in-market members across the open web" "target audience segments to influence purchase behavior" … "reach members seeking inspiration through digital and social media extensions."  BJ's also says that "closed loop measurement reporting capabilities is currently in development to help brands understand business outcomes by matching ad exposure to purchases online and in club."

KC's View:

Pretty soon, the number of retailers without access to a media network will be a lot smaller than the number with access.