AOL’s DAILY FINANCE: “Walmart Woos Customers With Revived ‘Low Prices, Every Day’ Campaign”

Despite its dominance in the U.S. market, Walmart – the nation’s largest retailer – has endured seven straight quarters of falling sales at its stores. Lubin’s Paul Kurnit comments whether the Bentonville, Arkansas-based retailer’s strategy of revisiting a marketing gimmick it used to great effect once before – “Low Prices, Every Day” – is a good one.

Walmart’s prior advertising campaign – “Save Money, Live Better” – involved neatening stores and reducing the number of items for sale, but it failed to drive more consumers through the door. 

While that may have seemed a good strategy, it defined shopping at Walmart a lifestyle choice, causing consumers to perceive the popular retailer as moving away from the low prices and variety they had come to expect, says Paul Kurnit,  clinical professor of marketing at Pace University, in an article featured on AOL’s money and finance website.

“The Walmart that we knew three and five years ago was a pretty messy shopping experience, but that was kind of OK, because we were getting the lowest possible prices,” says Kurnit.  He adds that research shows that more items on retail-store shelves translates into bigger totals at the check-out counters. 

Offering customers a one-stop shopping experience that assures customers of low prices on a variety of goods is good strategy in these days of steadily rising fuel costs and economic uncertainty, Kurnit says.

With gas prices at $4 a gallon and higher prices expected, he says, “People are really feeling the crunch.”