Marts …€” Both “Wal” and “K”
October 1st, 2006 by Chief NutPersonal observation: If I had to go shopping for some low-priced commodities (sporting goods, toilet paper, shampoo, etc.), and there was a WalMart smack dab next to a KMart, I’d first walk into the WalMart. But WHY?
We could talk all day long about pricing strategies, advertising market penetration, national business development strategies, blah, blah, yadda, yadda. My decision (personally) comes down to brand. “WHAT THE …” you say? OK, not the corporate brand management strategies tweaked by each in their corporate offices, or the nature of their commercials. No, what I’m talking about is how I “feel” when I’m in each store.
After putting some thought into what makes a difference to me, I was able to make a list of personal observations:
- WalMart seems like it’s always a bit cleaner
- WalMart’s aisles seem like they’re a smidge wider
- The cashiers at KMart seem like they’re, on average, a little grumpier
- The stocking at KMart isn’t quite as well managed … prices missing, products regularly under-stocked or (gasp) out of stock
- WalMart doesn’t have nearly as many carnival mid-way games and rides
- And, my favorite, KMart doesn’t have an old person greeting you at the door. I ADMIT IT! … I LIKE THAT!
I’m sure I could go on and on and on with some more thought. The point? … In my mind, KMart’s Brand is suffering from a lack of attention to detail. It’s not about pricing (for the most part) and it’s not about the commercials. It’s about ME, ME, ME (the consumer).
