Retailer Broadens Product Assortment and Simplifies Ad Match Guarantee
BENTONVILLE, Ark., April 11, 2011 – Walmart announces more steps to re-establish its one-stop shopping convenience and deliver low prices every day, on everything. The retailer is reinvigorating its price leadership promise, bringing back products its customers have asked for and simplifying its ad match policy. These efforts are highlighted in new advertising that launches today.
“Walmart’s reputation was founded on the principle of providing low prices day-in and day-out on the broadest assortment of merchandise,” said Duncan Mac Naughton, chief merchandising officer, Walmart U.S. “Our company is determined to create the best one-stop shopping experience and low prices on the right products backed by a clear, consistent ad match policy.”
Walmart is putting the customer at the center of everything and taking specific steps to deliver one-stop shopping to its customers.
Low Prices. Every Day. On Everything.
To reinvigorate the fundamental price promise, Walmart is stepping up its efforts to provide low prices, which include:
- Increasing competitive checks: Store managers and product buyers are checking the competition more often to help ensure Walmart stores offer lower prices on the right mix of items.
- Partnering with suppliers: The retailer is working even more closely with suppliers to lower the cost per item and pass those savings on to customers.
Strongest Ad Match Policy in the Market
The company’s ad match policy is the most competitive in the market, eliminating the need to shop around to save money. To make it easier for customers, Walmart has:
- Simplified guidelines: Customers do not have to bring in a competitor’s advertisement. If customers find a lower advertised price, we’ll match it at the register.*
- Implemented new associate training: Extensive associate training helps to ensure the policy is executed consistently across all stores.
Broadening Product Assortment
Walmart is broadening product assortment by approximately 8,500 items or 11 percent in an average store. These assortment changes will bring back customers’ favorite local food and consumables, among other products.
“We’ve listened to our customers and we’re bringing back the products and brands they want,” Mac Naughton added. “Customers have already seen a wider selection of products on our shelves and we’ll continue to bring back great products at great prices.”
The retailer is adding back products every day. Additions to the dry grocery aisles for products like pasta, beverages and snacks have been in progress and will continue. In the next few months, additions to fresh grocery and consumables, such as paper towels, toilet paper and laundry detergent, as well as health and wellness products, will be made. General merchandise categories like electronics, sporting goods, apparel, fabrics/crafts and outdoor living will expand later this year.
Customers will be able to easily identify these items with new “It's Back” flags on store shelves later this month.
New Advertising Campaign
Walmart is launching a national television advertising campaign today to help customers better understand its low price promise and Ad Match Guarantee on the widest assortment of products. In May, new in-store signage will appear in stores nationwide.
The advertising campaign also includes local market advertising featuring local Walmart associates and their stories.
Wal-Mart Stores, Inc. (NYSE: WMT) serves customers and members more than 200 million times per week at 9,000 retail units under 60 different banners in 15 countries. With fiscal year 2011 sales of $419 billion, Walmart employs more than 2 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity. Additional information about Walmart can be found by visiting http://www.walmartstores.com, on Twitter at http://Twitter.com/Walmart, and on Facebook at http://www.facebook.com/walmart. Online merchandise sales are available at http://www.walmart.com and http://www.samsclub.com.
*Walmart will match the price of any local competitor’s printed ad for an identical product. Not applicable to http://www.Walmart.com. Restrictions apply. See store for details.
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