However, in this case of the PunchTab deal, the focus is not – at least, initially – on improving the website, but rather on optimizing how Sam’s Club can better tailor offers such as savings, merchandise and services to its members. Some of these more directly impact the consumer-facing experience of using Walmart’s e-commerce site, like when Kosmix was put to use to improve ’s search efforts, while other technologies are used more behind-the-scenes. Other deals in recent years have seen the retailer snapping up technology from site-speed optimizer Torbit, data analytics and predictive intelligence startup Inkiru, adtech startup Adchemy, mobile agency Small Society, cloud computing startup OneOps, and many others. Previously, Walmart has acquired a range of startups whose technology it primarily put to use to augment its e-commerce efforts, including, most recently, social marketplace Luvocracy. Terms of the deal were not revealed, but this is now WalmartLabs’ 15th acquisition since its formation in 2011, the company noted. WalmartLabs, the retailer’s Silicon Valley-based R&D group, announced this morning that it has acquired loyalty startup PunchTab, in order to better connect with and engage customers who shop at the company’s Sam’s Club stores.