Walmart 2001 Annual Report Download - page 9

7
Wal-Mart understands that
today’s consumers have an
incredible array of shopping
choices from which to
choose. Not only do they
want the best value for their
hard-earned dollar, but
they also demand
outstanding customer
service. We realized early
on that we must take care
of Customers and that
part of doing so is
creating a fun, dynamic
shopping environment.
At Wal-Mart, we call the
concept Retailtainment and
our goal is to add excitement
to the shopping experience.
The result is a fun environment for
the Customers and our Associates,
but other benefits include increased
customer traffic and loyalty because
that Customer looks forward to their
trip to Wal-Mart.
Every store is encouraged to
create its own “wild and crazy”
Retailtainment events specifically
designed for its individual
community. Local stores invite clubs
and civic organizations to set up
exhibits, or ask police and fire
departments to conduct safety
seminars and demonstrations. To
raise money for local charities last
year, stores engaged in everything
from a ladder drive (in which
Associates volunteered to sit on
top of a ladder
until they solicited
a certain amount in
donations) to Bingo
for Seniors, which
raised money for the Children’s
Miracle Network.
Wal-Mart also organizes system-wide
Retailtainment events. Last May,
all Wal-Mart discount stores and
Supercenters participated in an event
to support the direct-to-video release
of The Rugrats Discover America.
Kids were invited to stores to watch
the new Rugrats adventure while
they ate snacks. Associates then
took the children on their own
“Discover America” adventure
through the stores. To enhance the
educational value of this promotion, a
group of teachers developed a
complementary lesson plan, which
was distributed to select schools
across the United States.
The Company, through its
Wal-Mart Live Concert
Series, broadcast an exclusive
satellite concert performance
by international singing
superstar Ricky Martin in
the home entertainment
departments of stores
nationwide last year. This
televised event coincided
with the release of Martin’s
second English-language
album. Other concerts
presented last year included
Garth Brooks, Faith Hill and
Backstreet Boys.
“The concert series has
been an extremely successful
Retailtainment event. It’s a
perfect example of how we provide
our Customers with a fun,
entertaining shopping environment.
Customers can view a free concert in
a comfortable atmosphere and also
benefit from coinciding promotions
that are only available at our stores,”
Tom Coughlin, President & CEO of
Wal-Mart Stores Division, said.
Retailtainment is an area that truly
sets our Company apart from
others, and it will continue to be an
important area of focus for Wal-Mart.
Customers can expect to see more
events and promotions exclusive to
Wal-Mart stores and their individual
communities in the future. By
creating a friendly, entertaining
atmosphere for our Customers,
we provide a
fun shopping
experience that
keeps them
coming back.
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
⋆
Hit Movies, Hot Stars And Hip Merchandising Keep Customers Shopping
⋆
“That’s Retailtainment!”
⋆
⋆
⋆