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The Wal-Mart Weekly: What's wrong in a nutshell, Part 1

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Welcome to the 28th installment of The Wal-Mart Weekly, a column dedicated to bringing you insight, wit, facts, results, opinions and just a bit of everything else when it comes down to a very hot topic these days: Wal-Mart.

This past week, I discussed Wal-Mart Stores Inc. (NYSE: WMT) and the continuing strategy the retailer has with low prices leading the way to snagging more sales from customers.

The company and many of is execs continue to square off against the retailer's image of "always low prices" and into more higher-margin goods, but my opinion is that any strategy right now outside of continuing to lure customers with low prices for this company seems to be stagnant.

Can the retailer break free from its image as a big-box retailer with only low prices to offer its customers? That remains to be seen, but so far in 2007, nothing has changed from the movements I've seen in most Wal-Mart stores.

This week, I'll look at what's wrong with the retailer in two separate segments. First off: market saturation, gaining new customers and squeezing every penny for what it's worth.



Saturating the U.S. market

One look around almost any city or town in the U.S. (save for some cities on the coast), there is a Wal-Mart near almost every U.S. citizen today. If there is not a Wal-Mart within about 15 minutes from where you work or live, then you're either in California (which loves to turn the retailer away) or possibly in New York City. For just about everyone else, there are enough Wal-Mart stores to feed the need for low prices and everything other consumable under one big roof.

How can the retailer continue "opening more stores" if it's on the verge of saturating most meaningful markets anyway? That "store opening" verbiage constantly blurted by retail execs is sometimes equated to annual growth, but the openings must have meaning and be strategic.

Trying to oversaturate a market that already contains access to multiple Wal-Mart stores is just asking for issues. So, is growth by "opening new stores" even possible any more? Sure it is -- but the candidates are becoming few and far between these days. The torrid pace of growth using new locations as the octane in Wal-Mart's engine are over.

Gaining new customers

Wal-Mart's core customer, as I've stated many times in the past, is the time-strapped and very busy mom or dad who wants to make one stop to get everything from oil changes to groceries to a table lamp to a new lawnmower. It's worked fabulously for a few decades now, and from the very early 1990s until about 2006 or so, Americans could not get enough Wal-Mart, as evidenced by the packed parking lots almost 24/7. However, at the end of 2006 and during 2007, Wal-Mart's growth rate has stagnated, and it's been the worst in its history.

Of course, a $350 billion company can't just grow in the double digits forever. Retailers of that size will find a point at the top of their business when the peak happens, followed by a decline. Wal-Mart may be at that point now, even though it continues to trumpet "record sales" and what-not.

Consistent growth from successful strategies are not words you hear from Wal-Mart these days, and it may be due to the company's inability (so far) to gain customers that normally shop at malls, electronics stores and higher-end retailers into a retailer known for "always low prices" and crowded aisles with dodgy pallet displays all over the place. Target Corporation (NYSE: TGT) has figured this one out and has exploited that need with an image and store strategy that has worked well -- why not Wal-Mart? Your guess is as good as mine.

Operational efficiency has a limit

Companies like Wal-Mart and Dell Inc. (NASDAQ: DELL) are famous for using information technology to squeeze every penny from operations, order real-time inventory as customers buy at the shelf, and for saving every cent of cost possible in every store, distribution center and headquarters' cubicle.

Is there a point when there are no more costs to be saved? Logistics experts with a Six Sigma background may argue that point is never fully realizable, although a retailer (or any business) must know when to cut and run when the costs expended to save money cost more than the eventual money saved.

Wal-Mart's push to ensure all its suppliers are as efficient as it is may have reached a zenith in the retailing business, with little to no room for improvement. What next? If there are no more costs to be saved, more profit is now unavailable in that venue.

With a saturated market in its home territory and with the zeal to gain new customers off on a slow foot, it's easy to see why Wal-Mart's overall growth has slowed down to a halt in the last 12 months, even in the face of "record sales." Once you've conquered every possible area of increasing sales and saving costs, what is there left?

That's what I'll attack later this week as I wrap up this two-part Wal-Mart Weekly series by looking at the failing of its international sales strategy (thus far, anyway), along with what Wal-Mart is putting in place to fix these issues, and what other experts have suggested to it to help it along the way. Join me here this coming Friday as I wrap these items into the next edition of the Wal-Mart Weekly. Until then, have a great week!


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Last updated: July 04, 2009: 12:22 PM

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