Wal-Mart Goes Back To Its Roots – Supercenters Don’t Always Create Happy Customers

 

Interesting to read this Wall St. Journal article titled, “With Sales Flabby, Wal-Mart Turns To Its Core” by Miguel Bustillo , because it reveals keys to how even the largest retailers can fail customers. If you’re constantly building your customer promotions around the bottom line, instead of what the most loyal customer will value in the long run, you can lose your customer base.

When asked if Wal-Mart lost sight of its core customer, Wal-Mart’s Chief for U.S. region, William Simon said, “I think we tried to stretch the brand a little too far.”

In the last seven years, Wal-Mart has seen its sales decline and its customer loyalty decline as well. And now they’re doing a smart thing to turn it around.

Wal-Mart is taking corrective action to reignite its customer base and reenergize the programs like “Every Day Low Pricing” that appealed to the core customer base. It’s important to remember in customer loyalty that too often going after the biggest profit can leave your loyal customers not only behind, but disgruntled and actively looking for new places to shop.

Supercenter does not always mean satisfied customer.

About Chip&John

Chip R. Bell and John R. Patterson are customer loyalty consultants and the authors of several best-selling books. Their newest book is "Wired and Dangerous: How Your Customers Have Changed and What to do About it."
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