Consumer Sovereignty: Wal-Mart Gets Gold Medal
About a year ago, Wal-Mart opened a customized store in Dearborn, Michigan targeted to the large Arab-American community there (CD post here) as part of a corporate strategy to tailor stores to local demographics. At the time, Wal-Mart said it also planned to target six other groups: Hispanics, blacks, empty-nesters/boomers, affluent, suburban and rural shoppers.
Now, Wal-Mart announces that it will open its first Hispanic-focused supermarkets this summer in Arizona and Texas.
The pilot stores, named Supermercado de Walmart, will open in Phoenix and Houston in remodelled 39,000 sq. ft. locations occupied previously by two of Wal-Mart’s Neighborhood Market stores. The retailer said that the stores were in “strongly Hispanic neighborhoods” and would feature a “new layout, signing and product assortment designed to make them even more relevant to local Hispanic customers”. The staff will also be bilingual.
MP: When it comes to consumer sovereignty, nobody is better than Wal-Mart.