If by "clubbing" you think I refer to a Friday evening trendsetter or Saturday midnight music lover, actually I was referring to that apple of the CPG manufacturers' eye, Hispanic shoppers. That is, the regular weekend Latino customers at Sam's Club, Costco Wholesale, BJ's Wholesale Club, and other shopper club stores across America.
Latino shoppers are quite the clubby influencers when it comes to the club channel — that, according to our latest shopper marketing research, i.e., the recent quantitative study to which I referred in my two preceding columns.
At the national level, our Hispanic shopper study revealed that Latinos ranked Walmart #1 and Target #2 when asked their top shopping destination over the past three months. But Costco and Sam's were #3 and #4, respectively. In fact, the incidence of Latino shoppers at Costco and Sam's was higher than for the general market shopper. So, although I knew that Hispanic shoppers like to "go clubbing," the new data made me want to dig deeper for the real reasons, which follow. READ MORE AT MEDIAPOST
Entertaining Dancer Brightens Up Sam's Club Warehouse
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