As someone who has taught postgrad retail students on Walmart's corporate and retail strategies, in my opinion this latest approach is a work of genius.
You may be asking what it is I am referring to. Well, Walmart has embarked on using PR to clear some unsavoury judgments and misunderstandings that have been doing the rounds since its announcement to acquire a significant portion of Massmart.
New dedicated website
The international retailer has launched a new, informative and dedicated website to clear all doubts about its strategic intent and to openly highlight its modus operandi: www.walmartinfo.co.za. This campaign should anecdotally put things into perspective and reinforce a positive perception of the retailer.
Since perception is unquestionably a determinant of corporate image, Walmart's clarification of its values, beliefs and attitudes is crucial in maintaining its credibility.
Without doubt, to be seen as credible, responsible and ethically sound is a main form of competitive advantage. No matter what happens at the Competition Tribunal, the fact that Walmart is using PR is exemplary, even though it has some limitations regarding its target audience.
Leaves out the masses
The marketing fraternity, people in higher LSMs, the intellectual minds and those with access to Internet would be the main target audience. This leaves out the masses who are mainly unionised and have no or restricted access to computers, let alone the Internet.
I'd suggest that Walmart PR practitioners use more compelling cues, such as speeches and presentations. Also, targeting publications that are mainly read by the masses, eg Daily Sun, Sowetan, Bona magazine, etc with articles to support the campaign would bolster the brand's perception.
We all have heard 'this and that' about Walmart, and have created our own perceptions about it. The media is full of stories about employee exploitation, supplier abuse, etc but we have never heard about it from the horse's mouth.
Make more informed decisions
The campaign may enable us to make more informed decisions about the brand and hence convince us to shop at Walmart, should the deal pass through the authorities. (Anyway, by shopping at Dion, Makro, etc we are already shopping there!)
So, Walmart, please charm us with your marketing prowess more. Who knows? Target may also be thinking of using South Africa as a springboard into Africa!
