How Sam’s Club gives shoppers a say in what it sells

[Viable Food News Desk]

Publisher: Grocery Dive
Published: September 24, 2026
Source: Read at Grocery Dive
Category: Food Access

Sam's Club uses its Member's Mark Community of more than 200,000 shoppers to gather feedback on products, private-label goods, checkout, and its Scan & Go service. Myron Frazier, the company's executive vice president and chief merchant, said shopper input led Sam's Club to choose a strawberry shortcake-flavored cookie instead of a blueberry flavor. The retailer also changed its holiday meal offer, which has sold for three years and feeds 15 people for around $10 a person, adding an appetizer, an extra dessert, an alternative protein, and a smoked turkey instead of a raw turkey. Shoppers can join the community through the Sam's Club app to provide input and test products.

Why this matters: Independent grocers and food-access teams could use direct customer feedback to adjust product assortments and services around local demand. The example shows one way to test changes before committing to a broader offering.

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