• USA Today, Wednesday, November 22, 2006 11:45 AM

Sam's Club is breaking a new TV campaign that reaches out to everyday consumers rather than its core small-business customers. The ads will also highlight the fact that the warehouse club began accepting Master Card earlier this month.

The 570-store chain with 47 million members is trying for a bigger share of the sales momentum in the $110 billion club and warehouse store segment, which continues to outpace growth rates in the rest of the retail industry by about 20% annually.

"We've focused too much on small business and not enough on the general consumer," says Mark Goodman, executive vice president of membership for Sam's Club, which is owned by Wal-Mart Stores. Besides the new marketing and payment initiatives, Sam's has expanded its merchandise offerings to items like furniture, flat-screen TVs and jewelry.

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