Extreme Target Marketing: Proceed With Caution

When starting a business, one of the first things you do after deciding what you're going to sell is figure out who you're going to sell to. Demographics, socioeconomics, and perhaps a few other words ending in "-ics" come into play. Sam's Club is taking targeting to the next level in a string of new store formats. Could this be the next big trend in retail?

The massive wholesaler recently announced the launch of a Hispanic concept called "Mas Club." The new stores will feature products and services geared towards a Hispanic clientele including a full-service meat counter, an event area, and a cafe that sells fresh-made tortillas.

Sam's Club is also hoping to cater to the small business owner with its Sam's Club Business Center -which made its debut in Houston- that features an edited product offering. Also geared toward the business crowd is a new, smaller format store slated for the Garden City, Kansas area.

They say you can't be everything to everyone. Going with that logic, being specific when defining your target market is a smart business move. You can tailor every aspect of your store experience -even down to the type of fixtures you use in the bathroom- to appeal to that segment.

It's a gamble to do this though because you risk alienating others who might actually have a need for what you sell. So I wouldn't suggest painting your entire store in shades of pink unless you're positive you can handle watching a good number of men pass up on your product or service offering.