Wal-Mart U.S. focused on low prices in new ad

4/12/2011

In the U.S., Wal-Mart's new ad campaign focuses on a low-price message with the slogan "Low Prices. Every Day. On Everything.”

The retailer is trying to reverse a two-year slide where it moved away from its “everyday low prices” philosophy in its U.S. business. Wal-Mart will emphasize low prices in the entire store, instead of promoting selected items.

Sales associates are now being trained on price policing of competitors, and highlighting its price-match policy, which is even more necessary as Wal-Mart faces increasingly stiffer price competition from dollar chains and Amazon.com.

Analysts believe it could take a while to reverse sales declines, yet the retailer is aggressively stocking stores with new merchandise, adding 8,500 items or 11% more in an average store.

Other changes include bringing back local food favourites and national brands in household basics and general merchandise.

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