One Size Doesn't Fit All
This was in Advertising Age this morning:
Local Focus:
John Fleming, exec VP-chief marketing officer of Wal-Mart's Wal-Mart Stores Division, said the retailer is working to base product selection in stores more on the needs of the local community rather than taking a one-size-fits-all approach.
and...
Mr. Fleming, keynote speaker today at Advertising Age's The American
Consumer Conference in New York, said the mandate fits into Wal-Mart's
overlapping goals of better managing inventories, improving the
shopping experience, offering higher-quality goods and trying to win
over "skeptical" consumers.
Link: Advertising Age - Wal-Mart CMO Stresses Importance of Local Approach.
Even mighty Wal*mart, master of efficient operation, recognizes that one size doesn't fit all. Improving the shopping experience, offering higher-quality goods (I assume that they mean offering higher quality goods in stores where that is desired otherwise they would do that across all their stores) and winning over skeptical consumers. Sounds like increasing the relevance of the offering to me...
