About BJ’s Wholesale Club
BJ’s is a leading membership-based wholesale club with over 250 locations across the U.S., offering unbeatable value for hardworking families looking to save time and money.
Challenge
BJ’s needed a smarter, more scalable way to attract digitally savvy younger shoppers as it expanded into new markets. Traditional acquisition channels, like in-club signups and direct mail, were falling short of expectations in cost-efficiency and targeting precision.
Solution
BJ’s partnered with Rokt to unlock the Transaction Moment™, tapping into Rokt’s global ecommerce network to reach high-intent prospects in moments of peak attention, like right after purchasing concert tickets or sending a payment. These real-time moments of digital engagement became the foundation for a more relevant, data-driven acquisition strategy.
Through API integration, BJ’s gave Rokt direct access to behavioral insights. This closed feedback loop enabled more precise customer segmentation to improve targeting capabilities to reach high-value users.
Results
- Member acquisition grew 300% YoY with Rokt Ads
- Expanded in scale and reach while maintaining the same cost per acquisition
- Captured digitally savvy members, averaging 10 years younger than BJ's existing customer base
- Scaled evergreen campaigns exponentially by leveraging Rokt’s expanding partner inventory
Why it worked
Rokt’s platform allowed BJ’s to test messaging, creative, and targeting dynamically.
It’s a different experience than we see in any of our other platforms,” said Dani Kelley, Director of Member Acquisition at BJ’s Wholesale Club. “When someone’s just completed a purchase, they’re open, excited—it’s a little dopamine rush. That energy translates into higher intent.
By engaging prospective members when they’re most open to value, BJ’s turned fleeting digital attention into lasting customer relationships.
.png)
