Neighborhood Markets Show Place Matters!

Take a quick look at the following images....

       Without looking at the images with too much detail, what store first came to mind? Maybe these images remind you of your local grocery store? Maybe they resemble the local deli in town? You may be surprised to find out that these images are from a Wal-Mart. I certainly was! These images to me do not represent what I have come to know Wal-Mart's to look like with their signature blue and white color scheme and their distinct store set up. Also Wal-Mart is not usually a place I initially think of to go and buy groceries and fresh produce, but rather a place to go and get cheap snack foods.

       I have come to know Wal-Marts for generally what they are, which are super centers that sell products at everyday low prices. Personally, I do not necessarily think of the highest quality when it comes to Wal-Mart. However, what I have come to know seems to be changing, and to be honest I was shocked, and not in a bad way.

       What inspired this post about this new and improved Wal-Mart, which I am about to explain further, is an article I read from BusinessInsider.com, which is linked here (These Smaller Wal-Mart Stores Could Replace Supercenters) This article really shows that location does matter! During my Marketing course we talk about the 4P's (Product, Place, Price, and Promotion) so much, because it is a staple and foundation in the marketing world. However, I feel like during our class discussions people tend to forget just how important the place can be can is sometimes overlooked.

       So when you think of going to a Wal-mart where do you think of going? Do you think of quickly walking down the street? For me and I'm sure the majority of other consumers the answer to this question is no. When I think of going to a Wal-mart I usually need to make a special trip. Although there are some relatively close to where I live at home and go to school, they are not necessarily in the most convenient locations. They are usually supercenters, sometimes to super in my opinion, that are set back or in plazas that are out of the way. This is because they are so large they require so much space, which makes it hard to be on the corner of your block or down the street. However, this is all about to change!

      Wal-Mart is taking on a new marketing strategy, specifically with location as well as focusing on their products. They have started Wal-Mart: Neighborhood Markets, which are smaller, more local, and in more convenient locations. These new Wal-Marts main focus is on fresh food and produce. Notice how the images posted above showcase a green color scheme? There is no way that was a random choice, but yet another wise marketing decision because green is usually associated with being "green," fresh, and nature.

       This new marketing strategy appears to be paying off so far. With these new Neighborhood Markets, Wal-Mart has experienced a growth in sales it was looking for and offers new marketing opportunities as well as new outlets to branch out in.  They are widening the variety of products they sell, increasing the quality, and can attempt branch out to and target the health conscious consumer with their fresh produce and by offering healthy options.

Still don't believe these new Wal-Marts exist? Take a look at this smaller more local Wal-Mart: Neighborhood Market!

Maybe these new Wal-Marts aren't news to people, but this was the first time I have heard of them and found them really interesting when related to marketing decisions. To wrap things up, I would definitely recommend reading the short article that inspired this post. I found it really interesting. These new marketing decisions by Wal-Mart really show that the 4 P's can have a huge effect. Place really does matter! Along with product, price, and promotion of course!

Citation
Lutz, Ashley. "These Smaller Wal-Mart Stores Could Replace Supercenters." Business Insider.
Business Insider, Inc, 15 Aug. 2014. Web. 30 Nov. 2014. <http://www.businessinsider.com/wal-mart-neighborhood-market-strategy-2014-8>.