Almost Everyone Shops at Wal-Mart

Sep 21, 2004

By George Anderson

According to the latest numbers from Retail Forward’s Wal-Mart Shopper Update, half of the primary shoppers in U.S. households go shopping at a Wal-Mart store on a monthly basis. One-fourth of American households have someone who shops in a Wal-Mart Supercenter every week.

The growing number of consumers shopping at Wal-Mart combined with the frequency with which they shop has put Wal-Mart well on its way to achieving a 30 percent national market share in key product categories.

Other findings from Retail Forward’s research include:

  • Half of all Wal-Mart Supercenter shoppers visit the store on a weekly basis compared to only 20 percent of SuperTarget’s shoppers.

  • Two-thirds of Supercenter shoppers buy from both sides of the store.

Moderator’s Comment: How has Wal-Mart been successful in getting so many Supercenter shoppers to buy from both parts
of the store whereas SuperTarget, for example, has had less success? If you’re a competitor of Wal-Mart’s, what do you take from this latest update?

Sandy Skrovan, vice president at Retail Forward, manager of the company’s new Wal-Mart World program and author of the Wal-Mart Shopper Update said,
“What makes the Wal-Mart Supercenter model work is its ability to draw frequent traffic with low food prices while also getting shoppers to cross shop the higher-margin general
merchandise aisles on the same trip.”

George Anderson – Moderator

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