{"id":863,"date":"2010-06-01T09:10:18","date_gmt":"2010-06-01T13:10:18","guid":{"rendered":"http:\/\/siebenthalercreative.com\/blog\/?p=863"},"modified":"2010-06-18T21:50:30","modified_gmt":"2010-06-19T01:50:30","slug":"wal-marts-brand-marketing-blunder","status":"publish","type":"post","link":"https:\/\/siebenthalercreative.com\/blog\/wal-marts-brand-marketing-blunder\/","title":{"rendered":"wal-mart&#8217;s brand marketing blunder"},"content":{"rendered":"<h4>wal-mart rethinks choice, risks loyalty<\/h4>\n<p><strong>Larry Silvey&#8217;s<\/strong> the editorial director at Advanstar&#8217;s <em>Aftermarket Business<\/em>, and a favorite target is retailing giant Wal-Mart. In a recent column he <a title=\"read the entire column here\" href=\"http:\/\/aftermarketbusiness.search-autoparts.com\/aftermarketbusiness\/article\/articleDetail.jsp?id=671420&amp;sk=78a30897cae0d1e471cdb4fe6701fff1\" target=\"_blank\">called them out<\/a> on two fronts: their new, and puzzling, supplier relationship strategy in which they took over delivery duties of goods from supplier to store, and a marketing decision pitting store against name brand that apparantly backfired. Our interest lies mainly in the marketing side so we&#8217;ll leave logistics aside and look at what happened after Wal-Mart marketing decided less is more when it came to consumer choices in the shopping aisles.<!--more--><\/p>\n<p>The decision to <strong>eliminate over 300 name brands<\/strong> as a way to leverage Wal-Mart&#8217;s own store brand share blew up when shoppers abandoned ship to buy their preference where available &#8211; namely, at the closest competitor. Although the powersports segment isn&#8217;t too heavily invested in generics, the lesson couldn&#8217;t be clearer. As any trial lawyer knows, don&#8217;t ask a witness a question unless you already know the answer.<\/p>\n<h4>lessons for powersports<\/h4>\n<p>In this example, Wal-Mart bet an assumption &#8211; shopppers are sheep (kidding) that will always shop price over brand (not kidding). Wal-Mart lost that bet, for a variety of reasons complex and otherwise, but the easy lessons are to never assume price alone is a motivator &#8211; sometimes we&#8217;re just loyal to seductive labeling &#8211; and never assume that left without a choice customers will accept the default.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>wal-mart rethinks choice, risks loyalty Larry Silvey&#8217;s the editorial director at Advanstar&#8217;s Aftermarket Business, and a favorite target is retailing giant Wal-Mart. In a recent column he called them out on two fronts: their new, and puzzling, supplier relationship strategy in which they took over delivery duties of goods from supplier to store, and a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[2,4,14],"tags":[240,239,241,127,242,238,237],"class_list":["post-863","post","type-post","status-publish","format-standard","hentry","category-marketing-and-promotion","category-marketplace-news","category-powersports-industry-insight","tag-aftermarket","tag-branding","tag-generic","tag-marketing","tag-powersp","tag-store-brand","tag-wal-mart"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pfUeo-dV","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/863","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/comments?post=863"}],"version-history":[{"count":7,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/863\/revisions"}],"predecessor-version":[{"id":939,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/863\/revisions\/939"}],"wp:attachment":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/media?parent=863"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/categories?post=863"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/tags?post=863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}