Wal-Mart’s (NYSE:WMT) new ad campaign is starting today. The company is ditching its "Always Low Prices" in favor of a new slogan: "Save Money. Live Better." Wal-Mart probably just got tired of 24/7 Wall St. saying "Always Low Prices Shouldn’t Apply To Wal-Mart Share Prices."
The company now claims that American families save $2,500.00 each year by shopping at Wal-Mart, up from the $2,329.00 figure from 2004. Until they change their shopping experience, my own family will get its savings at Costco Wholesale (NASDAQ:COST) as the products are far better and the overall experience is exponentially better.
If you are a Wal-Mart loyalist, don’t worry. They’ll still have cheap products that look cheap at cheap prices. The company says in its release that it will still maintain price leadership, $4 prescriptions, and money center services. If you want to read more you can find it at the http://www.SaveMoneyLiveBetter.com domain.
This new campaign was probably better sounding to board than "Target is eating our lunch," although the ad agencies were probably thinking that. Shares are down another 0.4% at $42.76 today, less than 2% above 52-week lows. No one seems impressed.
Jon C. Ogg
September 12, 2007