The retailer announced the opening of its 27th store last week. It is Sam Club’s second store in the city of Ningbo, demonstrating the retailer’s commitment and confidence in its development plan in China.
Pleasant shopping environment
Same as other Sam’s Club stores, this new store has spacious environment. Aisles are nine metres high and three metres wide. Shopping carts with two child seats can easily maneuver around. The car park can accommodate 1,500 cars.
In addition to the 4,000 carefully selected products, consisting of direct imports, fresh food and private label goods, the new store in Ningbo also aims to provide a unique shopping experience:
- "Sam Kitchen" where professional chefs give cooking lessons
- Hearing aid centre provides free examinations
The store pledges to make every shopping trip a “treasure hunt” by stocking trendy electronic products, large plush toys, limited edition premium wines, which are sought after in the market.
Elevated ecommerce capability
For shoppers’ convenience, the retailer has several ecommerce platforms, for example:
- Sam APP
- Sam’s flagshipstore on JD.com
- Sam’s overseas official online flagship store
Shoppers can place orders on any of these platforms as well as the physical store, depending on personal preferences.
As an important step to connect online with offline, the new store provides one-hour home delivery service, covering the core area of Ningbo.
Committed to serving middle and high-end income families
Sam’s Club’s core customers are middle class millennials (born 1980–1995), especially working mums who have a busy but high-quality lifestyle.
Andrew Miles, President of Sam Member Store's China business, said: “With "Member First" as the starting point, Sam is committed to serving middle and high-end income families. In 2019, we opened our first store in Ningbo, and our performance was brilliant and welcomed by local members. Ningbo members are willing to accept new things and value the quality of life, which is consistent with our concept of 'Better Life is in Sam'. It is expected that by the end of 2022, Sam will have 40-45 stores nationwide and stores under construction.”
The retailer plans to have 100 Sam’s Club by 2028.
Retail Analysis Asia