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Wal-Mart works on marketing

BENTONVILLE, Ark. – Wal-Mart is in the process of revamping its marketing strategy, with changes in advertising and branding already in place for the back-to-school season and beyond, as part of the retailer’s quest to increase customer traffic and shoppers’ purchases.

The company made these announcements during its presentation this week at the CIBC World Markets Fifth Annual Consumer Growth Conference in Boston.

John Fleming, who two months ago was appointed Wal-Mart’s executive vice president and chief marketing officer, said his objective over the next six months is to increase Wal-Mart customers’ frequency of visits “and at the same time, and more importantly, drive cross-category purchasing.”

The company is also testing several new strategies over the next six months and into 2006, such as localizing television campaigns, leveraging its Web site for marketing and gaining consumer intelligence, and issuing direct mail.

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