Podcast Summary: Retail Leadership With Sam’s Club SVP eCommerce Greg Pulsifer

The CPG Guys hosted by Peter V.S. Bond and Sri Rajagopalan delves into the intricacies of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) eCommerce industries. In the episode titled "Retail Leadership With Sam’s Club SVP eCommerce Greg Pulsifer," released on April 19, 2025, the hosts engage in an insightful conversation with Greg Pulsifer, Senior Vice President of E-Commerce at Sam’s Club. The discussion explores Greg’s career trajectory, Sam’s Club’s omnichannel strategy, the impact of the COVID-19 pandemic on eCommerce, team leadership, retail media advancements, and emerging trends like artificial intelligence (AI).

1. Introduction to Greg Pulsifer

The episode begins with introductions, highlighting Greg Pulsifer’s extensive background in digital and eCommerce, having worked with renowned brands such as VF, General Mills, and Apple. Greg is also noted for his role in the National Retail Federation (NRF) Digital Council.

Greg Pulsifer [04:58]: "You've had a lot of great Walmart Inc. and Sam's Club people on, so it's an honor to be included with them."

2. Greg's Career Journey

Greg shares his career path, starting from his early days in tech support and trade show management at a software company, leading to pivotal roles at Puma, New Balance, North Face, General Mills, Apple, and ultimately Sam’s Club. He emphasizes the importance of hands-on experience and adaptability in evolving industries.

Greg Pulsifer [05:42]: "Seeing that first order come in was like the ultimate shot of adrenaline, and I knew that this was something that I wanted to do for the rest of my career."

3. Sam’s Club E-commerce Strategy

Greg outlines Sam’s Club’s unique membership-based business model, emphasizing trust and personalized experiences. He discusses the integration of online and in-club shopping, highlighting features like curbside pickup, delivery services, and express delivery options that cater to member preferences.

Greg Pulsifer [17:27]: "We want to offer members disruptive value on a curated assortment of items and services... ensuring that their membership pays for itself multiple times over."

4. Impact of COVID-19 on E-commerce

The conversation shifts to the transformational impact of the COVID-19 pandemic on eCommerce. Greg reflects on the necessity of agile scenario planning and self-disruption to adapt to unforeseen challenges, drawing parallels with FedEx’s preparedness during the avian flu scenario.

Greg Pulsifer [31:15]: "Covid was a great reminder of the importance of pressure testing and disrupting yourself before someone else does it."

5. Team Leadership and Motivation

Greg discusses his leadership philosophy, rooted in Radical Candor, which balances caring personally with challenging directly. He emphasizes open communication, mutual feedback, and empowering team members to take ownership, fostering a collaborative and innovative work environment.

Greg Pulsifer [36:26]: "Feedback goes both ways. They are very clear to me about what they like and what they don't like, and it's actually awesome."

6. Retail Media and Partnerships

The episode delves into the evolution of retail media and its role in enhancing the shopping experience. Greg explains Sam’s Club’s collaboration with the Member Access Platform (MAP) to deliver personalized advertisements through features like Scan and Go ads, which bridge the digital and physical shopping realms.

Greg Pulsifer [41:07]: "We're using advertising to complement the member journey, showing new items while ensuring the experience remains seamless."

7. AI and Future Trends

Greg highlights the significance of AI in optimizing eCommerce operations at Sam’s Club. He discusses applications such as personalization engines, content accuracy measurement, and agentic AI for unlocking new business potentials. Additionally, he touches on the importance of real-time analytics in maintaining operational excellence.

Greg Pulsifer [44:55]: "AI changes every week, and we're leveraging it to increase productivity and enhance the member experience."

8. Conclusion

Wrapping up the discussion, Greg underscores the importance of maintaining strong fundamentals, leveraging data-driven insights, and fostering innovation to stay ahead in the competitive eCommerce landscape. Peter and Sri express their gratitude for Greg’s contributions and insights, acknowledging the value he brings to the industry.

Greg Pulsifer [50:28]: "I appreciate you. Thank you so much for having me on. It was a lot of fun."

Key Takeaways:

• Omnichannel Integration: Seamless blending of online and in-club shopping experiences enhances member satisfaction and loyalty.

• Leadership Through Radical Candor: Building trust and open communication within teams fosters a productive and innovative work environment.

• Retail Media Evolution: Personalized advertising at the point of purchase, such as Scan and Go ads, creates new opportunities for brands and enriches the shopping experience.

• AI as a Catalyst for Growth: Leveraging AI for personalization, content accuracy, and real-time analytics drives operational efficiency and member engagement.

• Adaptability in Crisis: Proactive scenario planning and self-disruption are crucial for navigating unforeseen challenges like the COVID-19 pandemic.

This episode provides a comprehensive overview of effective eCommerce leadership, strategic integration of retail media, and the pivotal role of technology in shaping the future of retail.