Wal-mart looks beyond the aisle

Citation

(2007), "Wal-mart looks beyond the aisle", Strategic Direction, Vol. 23 No. 2. https://doi.org/10.1108/sd.2007.05623bad.009

Wal-mart looks beyond the aisle

Wal-mart looks beyond the aisle

Birchall J. Financial Times, September 1, 2006

Purpose – to spotlight how Wal-Mart is adopting a customer-focused in-store marketing strategy. Design/methodology/approach – reports on the opening of the new Wal-Mart superstore in Plano; describes how the nature of the store reflects Wal-Mart’s redefinition of itself as a store that offers “solutions” and “value” to higher income customers, rather than as a store that sells the cheapest offerings. Highlights how the marketing agency, Saatchi X, has been given the important task of devising a strategy that will radically improve customers shopping experience in Wal-Mart’s stores; refers to how they have, among other things, redesigned the layout of the store to ensure that customers shop rather than search for items. Draws attention to how Wal-Mart has broken with past retailing practice and brought marketing in-store, in order to enable a holistic customer-focused strategy to be developed. Originality/value – puts forward how Wal-Mart is having a radical rethink of its marketing strategy.