Sam's Club's CEO is doubling down on the experiential side of retail and naming a new CXO

Sam’s Club’s CEO is doubling down on the experiential side of retail and naming a new CXO

When Sam’s Club CEO Chris Nicholas saw the news that his company had unseated perennial winner Costco as the top-rated retailer for customer satisfaction, he was understandably pleased — but he didn’t bask in the feeling for long. “There’s more to do,” he told Business Insider in an interview. “Nothing happens by accident.” The jump in Sam’s Club’s score — leapfrogging Costco’s similarly strong rating — follows a busy year in which the Walmart-o…

Sam's Club's CEO is doubling down on the experiential side of retail and naming a new CXO

Sam's Club CEO Chris Nicholas speaking with a shopper at the company's recently opened Grapevine store, which doesn't feature traditional checkout lanes.Dominick Reuter/Business InsiderWalmart-owned Sam's Club has a "treasure trove" of purchasing data.CEO Chris Nicholas told BI this data is powering the company's big push into experiential retail.Nicholas has named Diana Marshall to be his new chief experience officer, or CXO — a relatively rare…