By George Anderson
Wal-Mart's research shows that many of the consumers who shop in its stores go there for the basics but take their business elsewhere when it comes to buying other categories, such as apparel, consumer electronics and housewares. That, if Wal-Mart has its way, is about to change.
The retail announced the launch of a new multimedia ad campaign that will show Wal-Mart shoppers who were pleasantly surprised as to what they found when they shopped in other parts of the store.
The campaign, which features the tag line "look beyond the basics," is simply a reflection of the company listening to its customers, said Stephen Quinn, senior vice president of marketing for Wal-Mart.
"We know that when they shop, they're looking for more than just the basics. They want value but, at the same time, they want style, excitement, innovation, and fun," he said. "Our objective with this campaign is to show that shoppers can find not only things they need at Wal-Mart, but also things they want, and all at 'the Wal-Mart price', across a broad range of merchandise categories.
"Like the other ad campaigns we have launched recently," he added, "this one is very much in line with Wal-Mart's strategy of becoming constantly more relevant to the broad range of customers who shop our stores."
Wal-Mart's "beyond the basics" campaign will make use of monthly publications and weekly newspapers to get the word out. The company has also redesigned its web site to bring attention to its offerings in categories such as furniture, consumer electronics, fitness equipment and apparel.
Many see the latest Wal-Mart moves as an attempt to replicate the style and success of Target.
Todd Jones, an analyst at PNC Advisors says don't count Wal-Mart out. "The signs are there that they can do it," he told Bloomberg News. "It's going to take a long time for them to get to that Target level."
Moderator's Comment: What are your thoughts on the latest moves by Wal-Mart to broaden its appeal beyond the basics? - George Anderson - Moderator