When customers join a warehouse club, they give up the freedom to choose from a wide variety of products. Club members, therefore, expect buyers to better understand their tastes and needs. For club suppliers, developing an understanding of who is shopping at a warehouse club and what types of products they could purchase is an important part of an overall program.
Except through focus groups and random/subjective observations and interactions with members, manufacturers do not have the ability to meet directly with club members on a broad scale to understand their product preferences. Therefore, vendors will rely on club buyer guidance and club member demographic data to “paint a picture” of the type of person shopping at BJ’s, Costco and Sam’s Club. This white paper provides vendors with an overall perspective on the demographic composition of club members and is divided into two sections: membership numbers and analysis and club member demographic profile.