When I think of a warehouse retailer like Costco or Sam’s Club, I think of buying paper products and food essentials in bulk. I don’t think of purchasing high-end luxury products, but apparently, they think that some people do. On display was a selection of nine types of liquor – all over $100/bottle. There was even a bottle of cognac for $745.

Maybe those who are willing to pay nearly a thousand dollars for one bottle of alcohol just toss it in their cart with the giant package of toilet paper, but somehow it seems to be sending mixed messages about who the warehouse really serves.

If you define your audience as “everyone” you might do a better job by serving “someone” instead.

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