Kick off the conference with Diana Marshall, Executive Vice President and Chief Experience Officer at Sam’s Club, as she shares how the company is redefining member engagement through innovation, intentional design, and personalization—driving toward its ambitious goal of becoming the world’s best club retailer.

Overseeing Membership, Product & Design, Marketing & Personalization, the Member Access Platform (retail media), Financial Services, and Data & Business Insights, Diana leads a newly formed Experience organization with a bold vision: to create effortless, personal experiences that bring joy and foster community.

From AI-powered scan-and-go technology to cashierless clubs and uniquely omni-enabled shopping in the club channel, discover how Sam’s Club is building deeper, smarter member relationships at scale. It’s about earning trust, delivering delight, and ensuring that membership is a clear, compelling choice.

Moderated by Jason “Retailgeek” Goldberg, this dynamic opening session will explore what it takes to build loyalty in a tech-driven world—where every touchpoint is a chance to connect.