Warehouse clubs broaden their base.(broadening marketing base to ordinary consumers)

NEW YORK -- Originally conceived of as a vehicle to target such niche groups as small business owners and members of unions and other organizations, warehouse clubs have evolved into an important consumer channel in mass market retailing.

Each year the percentage of warehouse club customers representing small businesses continues to decline, hitting a new low of 38% in the 2003 Chain Drug Review "Where Consumers Shop--and Why" survey. That was down from 41% in 2002 and 44% the year before that.

At the same time, total sales generated by warehouse clubs continue to rise, evidence of the giant outlets' increasing popularity with ordinary consumers. For the most part, those shoppers are female (55%, up from 52% a year ago) and range in age from 25 to 68, with 80% falling into that spread. The age …