Editor's note: In what we plan to make an annual end-of-year tradition, RetailWire has compiled a list of the most significant retail industry "Turning Points" of 2008. (See our news release...) What follows is the ninth in a series of discussions based on the list.
It could be us, but it seems that we don't hear Walmart being accused of being the evil empire quite as much these days.
We thought of a few reasons that might help explain why the retailer seems to be given the benefit of the doubt more today than in the past.
- The economy is in seriously bad shape and people are worried about making ends meet. Consumers' self-interest has overridden reservations about shopping at Walmart. The retailer says its mission is "saving people money so they can live better." When a consumer finds they can, in fact, save quite a bit of money and in the process live a little better, they're more likely to see the Walmart debate in shades of gray rather than the black or white view painted by Wal-Mart Watch and other critics.
- The mood of the country has changed. It's not that the world's largest retailer no longer has critics or even that they don't sometimes make good points. It's just that in today's world, where many have bought into the premise that they do not live in red or blue America but the United States of America, people are interested in negotiations not accusations.
- Walmart has changed and taken sides on issues that once would have been thought unlikely if not impossible. For example, just as many of its core consumers have come over the years to embrace environmental issues (see the Creation Care movement), the retailer has promoted itself as a leader on green issues. It didn't do this because it gained it points with critics (that was just an add-on benefit), but because it made business sense. Going green enabled Walmart to find ways to cut further costs out of its operation, which enabled it to keep "saving people money so …"
- Walmart understands how to shape public opinion. The company may have the best public relations organization in the business. Virtually all messaging comes back to the company taking steps that it believes will ultimately help people to "live better."
Discussion Questions: Do you think that Walmart's image has changed for the better in recent years? What factor or factors do you think are most responsible for this? Are there any other changes you expect to see the company make in the future that will surprise critics?