Marketing at Walmart I recently visited a Walmart store in my hometown. It was located in a business park. It was clear from the beginning that the main customers who shopped there were families. There were many parents with children. Most of them appeared to be middle class in their style of dress…
Many of the items were brand names and appeared to be of quality. Nevertheless, the prices were exceptionally low. They also offered a guarantee to match any competitor's prices. This seemed like a successful way to bring shoppers into the store. The store was full of customers even though it was late in the evening. I should stress that prices were exceptionally low. Even at a large hardware or grocery store the prices would probably have been about 20 per cent higher. The store was laid out in an intuitive manner. Similar items were grouped together. Electronics were in one clearly marked area. Food was in a separate corner of the store, as were the gardening supplies. Large signs directed customers to the appropriate sections of the store where they could find the items they required. No one appeared to be lost or confused. It took a few minutes to orient oneself in a store that enormous but it was relatively simple to find items. There were multiple displays which drew the customer's eye to the excellent deal available. Clearly the manager had chosen attractive, useful products to discount and had set them aside to advertise to customers. The sales items were obvious and fit in well with the idea of the store as a general retailer where anything was available. These sales made sense. Most of the sales approach was laid-back. ...
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