Sam's Club to Target Moms

BENTONVILLE, Ark. -- Wal-Mart's Sam's Club division said it hopes to broaden its business with a new emphasis on mothers, an executive told analysts at a Citigroup Inc. retail conference in Orlando, Fla. this week.

The company is working on new prototypes designed to enhance the shopping experience for female shoppers, Greg Spragg, e.v.p. of merchandising and replenishment for Sam's Club, said at the conference. He noted that the company plans to broaden its advertising message to appeal to both small business owners and consumers.

Up until now, the warehouse club operator has built its business on small business operators. Prime competitor Costco, meanwhile, has carved a unique position in the market for its ability to attract and retain exactly the type of shopper that Sam's Club is not eyeing.
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