Sam’s Club doesn’t win by carrying everything, it wins by choosing the right things. We’re joined by Kaity Whitmire, who leads the wellness business at Sam’s Club (HBA, OTC, and Baby), to unpack how curation, trust, and “more newness more often” turn a complex category into a simpler shopping experience for real families.
We talk about what member obsession looks like at shelf and online, why wellness is a need-state intensive space, and how trends like collagen, creatine, and protein are shaping what shoppers expect next (fiber is coming). Katie explains why a curated assortment can feel like a treasure hunt while still reducing choice overload, and how trusted retailers can help cut through the noise of social media claims and endless marketplace listings by making the complex simple.
If you’re on the brand or supplier side, you’ll get a clear view into what strong partnerships require: transparency, a strategic mindset, and a digital-first approach built for scale. Kaity shares why the club channel can be a brand-building engine, how price pack architecture can start with a club pack and ladder into other formats, and how testing online or in a handful of clubs can shape a smarter go-to-market plan.
We also dig into the omnichannel side of the member journey: why e-commerce still needs editing, how content and member reviews build confidence, and why Scan and Go changes the value equation by saving time. If you care about retail merchandising, wellness innovation, and the future of curated commerce, this one is packed with practical insight. Subscribe, share this with a retail friend, and leave a review so more people can find the show.
