Wal-Mart Stores Inc. will retool its 3,256 U.S. stores over two years to give them a more customized mix of goods and layout for six key groups of customers, including Hispanics, African-Americans and affluent shoppers, the executive in charge of Wal-Mart’s U.S. operations said Thursday…
The approach, called segmentation, follows months of new initiatives from Wal-Mart to make sure each store is better tailored to its locale and to lure more affluent shoppers, who may come to Wal-Mart for groceries and basics but skip the company’s more profitable aisles like apparel and electronics.
Eduardo Castro-Wright, president and chief executive of Wal-Mart U.S., said stores will get a more specific mix of products and layout to appeal to one of the six target groups _ based on what market research showed was the best approach for that location. (more…)
I think that this is a smart move for Wal-Mart. Having Toby Keith and Elvis in the music section just does not work in the ‘hood. Neither does surfer-themed clothes (third generation “Ocean Pacific” — Now THAT’S ol’ skool!) for boys or an aisle full of white doll babies for girls. As long as they have Blacks, Hispanics and any other targeted ethnic demographic on the advisory committees, this could really go far for Wal-Mart.
