BY David Weinberger

6 lbs of Cream Cheese and an Airplane, Please

Following in the recent footsteps of sister-store Walmart, Sam’s Club is attempting to go after a higher income customer.

First, that’s probably a good idea. Now I’m not sure if Sam’s is cheaper or better than Costco or BJs, but I was taught long ago that you can’t build loyalty on price alone…unless you really are the cheapest and always will be (like Walmart). If you have a discount store all about price and a competitor opens up shop next door with cheaper prices, say goodbye to your customers.

It seems that Sam’s is struggling to keep and grow their current customer base and they see an opportunity to bring in fresh consumers with a few more dollars to spend. One way they are attempting to do this is by having a selection of higher priced “luxury” items available such as Godiva chocolates or other specialty foods. This, of course, is still in addition to gallon tubs of cheap salsa. Also available are some “WOW” items like a Cessna jet.

They have also introduced a new logo and new advertising, which I have not seen. The logo seems to have lost its freshness and retail look in favor of appearing more like a seal of quality. It kind of reminds me of the cotton seal or Teflon seal meant as an endorsement on a hang tag. I’m curious how it’ll look as a huge sign on one of their warehouses. My guess is not too good.

\n\nFollowing in the recent footsteps of sister-store Walmart, Sam's Club is attempting to go after a higher income customer.

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