By Derek Reveron
What’s Happening
• Sam’s Club is opening a Latino-flavored version of its membership club that offers an expanded selection of imported products from Mexico.
• When it debuts in Houston early 2009, Más Club will carry Mexican-brand beverages, spices, and candies, along with a full-service meat counter offering cuts that Latinos often prefer. The retailer will offer fresh produce, a seafood counter, and a café that serves fresh tortillas.
• Más Club will target Latino families and entrepreneurs with its own distinct logo and memberships sold separately from Sam’s Clubs.
What This Means to Business
• Mainstream retailers with a variety of Latino products have an edge with consumers who habitually shop at both Latino and general market outlets.
• Latino offshoots of mainstream businesses must have their own brand identities to truly connect to Latino consumers.
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