Reports are circulating that a shopper at a Sam’s Club warehouse in Guangzhou, China, encountered an unexpected hurdle when attempting to purchase a box of Orion brand snacks. The cashier was unable to process the transaction due to the item lacking a scannable barcode, according to local media outlets on July 22nd.
This incident follows Sam’s Club’s introduction in June of a low-sugar version of Orion’s popular Choco Pie. The reformulated treat boasted an 80% reduction in sugar content and a 30% increase in cocoa solids while maintaining its signature flavor.
However, the introduction of the low-sugar Choco Pie sparked debate among Sam’s Club members. Some questioned the value proposition of the membership, arguing that mass-market products readily available in conventional supermarkets undermine the exclusivity promised by the retailer’s curated selection. Paying a 260 yuan annual fee, they contend, should guarantee a unique shopping experience.
Adding fuel to the fire, Sam’s Club has quietly removed the low-sugar Orion Choco Pie from its online app. Customer service representatives cited a lack of specific information regarding the removal, stating they had not received any official notification.
Industry observers suggest that Sam’s Club members are essentially paying a premium for a carefully curated selection. Therefore, the retailer has a responsibility to deliver a product range and service level that justifies the membership fee. If Sam’s Club’s offerings become indistinguishable from those of ordinary supermarkets, its entire membership model could be called into question. To truly resonate with consumers, Sam’s Club must prioritize delivering exceptional quality and unparalleled service.
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