Select Sam’s Club stores in Nashville recently provided customers an omnichannel tie-in with the 2025 NTT IndyCar Series open-wheel auto racing tournament. Three Nashville Sam’s Club stores recently offered a two-day interactive experience called “Race to the Club” that included virtual racing simulators, a photo opportunity with an actual Indy car, brand demos and samples, and live music from country band Lanco. One store featured Andretti Global IndyCar racing team driver Kyle Kirkwood appearing to meet customers and sign autographs. In addition, at the Nashville Superspeedway Fan Zone, Sam’s Club hosted two days of interactive brand activations and Kirkwood debuted the sponsored No. 27 Sam’s Club Honda on race day. In April 2025, the retailer said it would start using first-party data to offer personalized experiences through an offering called MAP’s Omni Experiences. MAP’s Omni Experiences combines digital performance tactics like search and display with immersive experiences in and around media activations via channel, including online and in-store. These experiences can promote large-scale seasonal events, such as back-to-school, as well as smaller brand-led localized events. Race to the Club marked the debut of the offering.