Article
http://www.newsweek.com/id/140253/page/1
Summary
Wal-mart has improved merchandise, customer service showed up in better-than expected sales. After the new merchandising of Wal-mart, much more customers opened their wallets and spent their government check a lot at wal-mart. Wal-mart’s company officer thought that its faster, cleaner and friendlier approach to merchandising is resonating with shoppers in this challenging economy. They also started “save money, live better” campaign begun a year ago. That meant an emphasis on low prices while focusing on a more edited selection in an attractive selling environment.
As we could guess from that, wal-mart are targeting on the people who carefully look for low price products. From that, wal-mart reported a 3.9 percent increase in same store sales which was much higher than the analysts’ survey. Wal-mart is also focusing on offering the lowest prices on such big brands. As they started new merchandising, they even care where they display the products emphasizing major brands. They also try to improve their services as they train their employees.
In my opinion, wal-mart’s new merchandising focus has increasing their sales. It was the appropriate to change their marketing. As they segment people who strongly care about the price when they purchase something, they focus on the low price as their marketing strategy. Positioning that, they tried many ways to appeal those kinds of people and finally succeeded. These days, segmentation and position are two of the important strategies and those are actually very required.
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