Customers who love Wal-Mart

Whether you're a critic or not, there are scores of consumers who absolutely, unequivocally cannot live their lives without the assistance of Wal-Mart. There are more than a dozen families I've talked to in recent years whose entire economic lives revolve around the retailer. Groceries, tires, DVDs, telephones, cellphones, televisions, clothes, baby needs and shoes are just a few of the common product categories I hear about that customers use in explaining why shopping at Wal-Mart is so advantageous.

Wal-Mart has not turned a deaf ear to these fans. In fact, it has created a complete fan base community that unites these customers in "support groups" of sorts. Ernest Kirschner, a 61-year-old business owner, even indicated that he "would stick up for Wal-Mart as strong as I can." Pretty strong words. So, instead of remaining silent on the sidelines as critics and watchdogs continue to tear it down, Wal-Mart is recruiting its own positive watchdogs as a combative measure.

Wal-Mart CAN

The way to every critic's heart is to supply an ample response, and from what I've seen, Wal-Mart's attempt here is admirable. It's not a fully-developed tool yet, but it's a good start. The Wal-Mart Customer Action Network, or CAN, isn't about getting more feet into stores and more dollars onto each ticket. It's about enlisting consumer fans into supporting the retailer's expansion plans and helping it gain a real customer voice that protrudes beyond the standard corporate line of growth by opening more stores.

In fact, some customers don't really like the fact that there is no Wal-Mart Supercenter in their area. In many cases, Wal-Mart's attempt to enter some markets has been soundly defeated by activist groups and city/regional governments who fear the dangers from a big-box retail store entering the area, but who don't appear to give the opposite position the fairest shake.

Membership in Wal-Mart's CAN is free of charge and the retailer actually launched a recruiting drive this past summer with booths outside its stores. Recently, customers have definitely been voting with their wallets, pushing Wal-Mart sales up and up in the face of an incredibly challenging economy. While other retailers are having panic attacks amid the economic carnage, Wal-Mart is only supplying light words to tell the market that future results may be somewhat lower than the year-ago period (the typical growth measurement).

In this economy

Due to the fact that the U.S. is Wal-Mart's largest consumer market and the economy here is in freak-out mode, it's no surprise that more and more customers are lining up to hide under Wal-Mart's retail umbrella. So, Wal-Mart, an idea: use this leverage to really launch CAN into the hearts and minds of every consumer possible that crosses your doorstep.

It's true that many millions of consumers may return to their favorite retail haunt once the scare goes away (if that even happens), but for right now, you've grasped a very captive audience. Not reaching out to that audience -- one that comes to you directly as well -- is shooting yourself in the foot. Really promote CAN and give your supporters the numbers and tools they need to fight the constant opposition you face from every corner of the boxing ring.

You have over 2,600 Wal-Mart Supercenters with another 166 set to open next year. Yes, that's a decreased number from earlier estimates, but you literally have a built-in audience of millions. You have billions of plastic bags going out the door every day. Advertise CAN on them!

Whether you're a Wal-Mart fan or critic, it's always good to see both sides of the issue presented as forcefully and balanced as possible. Americans love a good fight and have the capability to make sound decisions when presented with facts. But, Wal-Mart, grassroots marketing is something that just doesn't happen with yard fertilizer. It's your time to counter the opposition and shine, but it won't be nearly as successful without some effort.

Join me here next Friday for a Black Friday edition of the Wal-Mart Weekly. I'll be tearing apart the company's holiday sales specials and will visit some local locations to take a toll of traffic counts. Until then, have a safe week!