‘Welcome to the Club’: Trulaske students pitch innovative ideas to increase visits to Sam’s Club

Retail marketing students at the University of Missouri’s Robert J. Trulaske, Sr. College of Business were challenged to develop innovative solutions to a simple question: How would you inspire members to shop more frequently at Sam’s Club, both online and in the retailer’s physical clubs?

In mid-October, 75 students participated in a kick-off meeting with Sam’s Club management and began researching and developing proposals with three key objectives: increase digital engagement so members shop online more often; increase in-person visits to clubs by making them more frequent, enjoyable, and essential; and build ideas that strengthen member loyalty while being practical for large-scale execution.

After a visit to a local Sam’s Club, Trulaske students used AI modeling to build out fully developed proposals. The teams with the top three proposals were selected to travel to Bentonville, Arkansas, Dec. 4-5 to pitch their winning ideas to corporate executives at Sam’s Club headquarters.

The winning proposal featured several components, including Sam, a Scan and Go-integrated AI agent designed to provide in-store directions, coupons, deals and menu selections. Members of the winning team included Ella Besson, Kendall Githens and Zach Patton. 

“Even during the late nights of perfecting our presentation, we were all still so excited to share our ideas, and it made it so rewarding when we found out we were one of the finalists,” Besson said. “We worked so well together, and our strengths and weaknesses blended great together. I couldn’t have asked for a better team.”

Trulaske students Sidney Westbrook, Natalie Sweetland, Hank Meyer, Brett Dickinson, Aubrie Rash, Caitlyn Williams, Adam Dorn and Mourik Chaganti also advanced to the final round and presented at Sam’s Club headquarters. Their proposals included the addition of a children’s play area inside the store, automated sample dispensers, special community programming and more.

Rebekah Howe and Katie Thiel Holley (MBA ’14), executives with Flora Food Group, coached students and helped them prepare for the opportunity. Holley also connected students with Patrick Shanks, BSBA ’94, who serves as VP, regional general manager at Sam's Club. 

“Opportunities like this are made possible by Mizzou alumni, such as Patrick Shanks and Katie Holley, who generously take time from their busy schedules to work closely with students,” said Courtney Cothren, an associate teaching professor in the marketing department who helped students prepare for the trip. “Leaders see Trulaske students who are willing to put in the effort, go beyond minimum project requirements, and fully engage in experiential learning and networking. These qualities leave a strong, positive impression on corporate partners like Sam’s Club.”

In addition to pitching to executives, students toured the Sam’s Club headquarters and made a visit to The Walmart Museum, where they had the opportunity to learn about another Trulaske alum: Walmart founder Sam Walton.

“Touring and talking to Sam’s Club corporate employees made me so excited for my future career and taught me about how rewarding a career like that could be,” Besson said. “Being able to see so many people work together to create a brand like Sam’s was super cool to see in person.”

Participating in the competition reflects Trulaske’s commitment to providing students with experience-centered learning opportunities, one of the college’s three pillars of success.

“These opportunities engage students in their own learning and success, and the chance to work directly with corporate executives is especially motivating,” Cothren said. “Students know their work is meaningful and relevant, and that these experiences are actively preparing them for their future careers.”

Assistant Teaching Professor Becky Gordon-Bocklage said that seeing how students responded to feedback from the corporate mentors was particularly gratifying.

“Every one of the members took the information like true professionals and acted on it to improve their pitches,” Gordon-Bocklage said. “To be able to see this kind of growth in our students validated the whole trip, and experience.”

Cothren sites programs like Trulaske Edge, which helps students build professional skills prior to graduation, and the college’s numerous activities and leadership opportunities, as preparing Trulaske students to excel in competitions and corporate presentations.

“Students begin preparing for experiences like this from the moment they enter Cornell Hall.”

Mizzou’s Robert J. Trulaske, Sr. College of Business prepares students for success as global citizens, business leaders, scholars, innovators and entrepreneurs by providing access to transformative technologies, offering experience-centered learning opportunities and fostering an entrepreneurial mindset.