Founded in 1962, Wal-Mart discount store had the same tagline for 19 of the last 30 years. Its “always low prices” mantra and iconic starred blue-and-white logo took a prominent position on millions of local circulars, direct mail pieces and, in later years, e-mail and search ads. The tagline also drove the thinking of the ever-expanding bargain store, as it offered one-size-fits-all styles and products across the US and around the world.
In 1983, the company opened its first Sam’s Club membership warehouse, which offers even deeper discounts to those who pay membership fees to shop for bulk items. Five-years later, its first supercenter was promoted through direct mail and local TV spots, combining grocery and retail in one site.
Wal-mart.com launched in 2009. The company invested in its search technology so that buyers could find products quickly. Every strategy was driven by promoting its low-cost, mass-produced products.
Three years ago, Wal-Mart also shifted its merchandising to reflect six demographic groups: African-Americans, the affluent, empty-nesters, Hispanics, suburbanites and rural residents. The company also launched a new slogan — “Save money, live better” — and logo.
