According to The Wall Street Journal (paid sub. req.), Sam’s Club wants to appeal to affluent shoppers and mothers.
“If we are to expand Sam’s Club at the rate we expect, we are going to have to broaden our appeal beyond small business owners,” Greg Spragg, Sam’s Club’s executive vice president of merchandise and replenishment.
The change of course is significant for Sam’s marketing efforts, which for years signaled the division’s priority by flogging its “in business for small business” slogan.
StrawberryFrog was hired last August to help lead the new charge.