Wal-Mart's Asda To Let Customers Help Choose What Stores Sell
By Karen Talley, Of DOW JONES NEWSWIRES
NEW YORK -(Dow Jones)- Wal-Mart Stores Inc. (WMT) customers in the U.K. will
soon begin calling the shots when it comes to the kinds of products they want
stocked in stores.
Wal-Mart's Asda unit in the U.K. will start e-mailing customers images and
details of products from the store's buyers in the Far East, asking whether they
want to see them in stores. The program is believed to be one of the first of
its type in the world for a retailer.
"We're very keen on using the digital channel to enhance what we do and allow
our customers into the business," said Asda corporate communications chief
Dominic Burch. "This will give us more insight into what their current thinking
is about what they want to see."
For instance, in January and February, when Asda is buying for the Christmas
season, which has a long lead time, customers will receive pictures,
descriptions and price ranges for gifts they might like to buy or receive. Asda
is also planning to have customers review possible apparel purchases.
The program is planned as a pilot that will begin this fall for non-food items
and encompass all 363 Asda stores in the U.K. It is being run under Rick Bendel,
who oversees international marketing for Wal-Mart outside the U.S. If
successful, it could be expanded to other countries that Bendel oversees, Burch
said.
There are no current plans to launch the program in the U.S., but Wal-Mart is
known for taking successful initiatives and greatly expanding them throughout
its organization.
Asda will e-mail the pictures to its U.K. "Pulse of the Nation" group of
roughly 18,000 customers, which it regularly queries on a variety of matters.
Respondents will have the option of giving thumbs up or down, and Asda's
decisions on whether to stock the items will be significantly influenced by what
the shoppers are saying, Burch said.
Wal-Mart shares were recently up 3 cents to $47.83.
-By Karen Talley; Dow Jones Newswires; karen.talley@dowjones.com; 212-416-6109
(END) Dow Jones Newswires
07-06-091503ET
Copyright (c) 2009 Dow Jones & Company, Inc.
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