Pathways to Consumer Insight
Sam’s Club, the warehousing sales arm of Wal-Mart, has being busy discovering a new kind of member. Founded with the original idea of being the outlet of choice for small businesses, the Club began to find itself bumping up against intrinsic limits to the buying power of its core constituency. Whoops, what happened to all that growth? Wait a minute. Who else likes saving money on bulk purchases of boring stuff like dishwasher tablets and toilet rolls? Why… moms, dummy! And guess what? They represent kind of, like, 80% of all regular shoppers! Wow! Why not get moms to be members? History has yet to relate if non-business users will be the saving of Sam’s Club, and how the original small business membership will feel about it if they are. Sources: Wall Street Journal Online, WARC Bulletin, Pi.
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Two roads diverged in a wood, and I...I took the one less traveled by, and that has made all the difference. --Robert Frost--
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