Walmart 2003 Annual Report Download - page 8

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At Wal-Mart, everything we do is
about value: finding it, making it and
sharing it with our Customers. Our
job is to see how little we can charge
for a product, not how much – how
easy we can make it to shop with us,
not how difficult.
One of our favorite ways to introduce
value is the Rollback program, which
began in 1992 as a way of reminding
Customers that we’re not resting on
our Every Day Low Prices. Customers
quickly learned that Rollbacks aren’t
a gimmick or a “sale.” Once we roll
back the price of an item, it tends to
stay that way for quite awhile, and
this tends to make people smile. So
for many years, Rollbacks have had a
cheerful mascot: a sunny-yellow smiley
face known simply as “Smiley.”
Wal-Mart’s value also comes from
staying true to its foundation of
offering “opening price points” –
the lowest price available for an item
of its kind. Here, you’ll find 88-cent
toothpaste, $10 cookware sets, a gas
grill for less than $100, DVD players
for under $50 and microwave ovens
for less than $35. And right down
the aisle, you’ll find merchandise
that’s one step up in quality for just
a little more.
Wal-Mart is the home of respected
national brands, but when the
company sees an opportunity to
create a
better
value we’ll
add a private-
label product to
the mix, providing
brand quality at a lower price. That’s
how Ol’ Roy®became the best-selling
brand of dog food in the U.S.
Wal-Mart never compromises on
quality to sell for less. Consumer-testing
Showing the Value
Why Less Is More
at Wal-Mart