Sam’s Club, Slim-Fast Debut Mobile Weight-loss Tool

Sam’s Club and Slim-Fast have introduced a branded mobile weight-loss application designed and developed by Tampa, Fla.-based Triad Retail Media. The mobile app enables Slim-Fast to interact with Sam’s Club members by providing them with a roadmap to weight loss that fits into their lifestyles.

As a member of Triad’s network, Sam’s Club, a division of Bentonville, Ark.-based mega-retailer Walmart, can provide customized advertising opportunities for brand partners such as Slim-Fast. Users who enter weight, height and plan completion date into the app’s weight-loss calculator receive a customized meal plan designed to work in tandem with Slim-Fast products. The mobile tool also features a club locator, so users can easily find the closest Sam’s Club where they can buy Slim-Fast snacks, shakes and meal bars to assist them in shedding those excess pounds.

“Our goal has always been to make weight loss as simple as possible, and this new tool does exactly that,” said Hugo Saavedra, brand manager at Slim-Fast, a brand of Englewood Cliffs, N.J.-based Unilever “By offering a complete weight-loss plan and a club locator, we’re able to provide an immediate call to action to drive shoppers to the nearest Sam’s Club location where they can purchase the products needed to help meet their weight-loss goals.”

Smartphone users can access the app by going to SamsClub.com/mobi – the SamsClub.com mobile site – or through mobile Web banner ads. By leveraging a third-party premium mobile network, Triad ensures that the Slim-Fast banner ad will be prominently featured across the most popular mobile websites as ranked by Nielsen. An online version of the tool is also available directly at SamsClub.com.

“Shoppers have changed the way they search, learn about and buy products, and are increasingly heading online before they visit the store,” noted Triad CEO Greg Murtagh. “We also need to take into account the consumers who are using their smartphones to research products, compare prices and locate stores while they are out shopping, as this trend has a great impact on brick-and-mortar retailers. Adding a mobile campaign element of this magnitude is a first-of-its-kind for us.”

Triad’s other retail clients include Walmart, eBay, Toys R Us and CVS.