“We always start with price”

Key aspects of the marketing strategy at retail giant Walmart. “We always start with price,” said Tony Rogers, Walmart´s Chief Marketing Officer. Price is without a doubt, the idée-force in Walmart’s marketing which, in turn, points from many directions at serving the company’s motto: “We save people money so they can live better.” “Convenience is ok, but we prioritize price leadership,” Rogers said. That is not an easy strategy to follow even for the retail giant. The CMO concedes that convenience has gained relevance and its important is increasing at a rapid pace with new, harder standards being set daily by digital companies. Labor demographics and technical changes have shaped these new preferences. In the United States, he added, 60 […]

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