Wal-Mart is well known for its low priced product offerings that are cheapest in the market yet provide the customers with a high quality all in one shopping experience. The original image of the Wal-Mart store has been folksy and country based focusing on the lowest everyday price. The store depicts huge stock piles of products that are available in abundance and fully stocked to cater to the needs of the customers. (Henderson & Mihas, 2000)
The company is well known for the use of the CRM technology and Kaizen based just in time inventory system for maintaining the supply of the products to match the customer demands.The super store format based Wal-Mart however is also making changes to its brand positioning and store image by responding to the changing demands of the customers and the market conditions. The company is now focusing more on the fashion and image aspect of its brands and the labels housed within instead of the low priced focus. The company is shifting from its unique selling point of low priced products slogans and campaigns to those that highlight the change in the attitude of the company and its stores to reflect a high street market image. “‘Wal-Mart sees a sea change in the way consumers are looking at food and other products,’ says Marcia Mogelonsky, senior research analyst at Mintel, Chicago. ‘Luxury is becoming more accessible.’” (O’Loughlin, 2006) The company has been striving to reposition itself specially its apparel lines house brands and the cosmetics stores by advertising with high fashion magazines like Vogue and Glamour (O’Loughlin, 2006).