Objections to Wal-Mart’s Price Comparison Ads

We know that Wal-Mart is already the most dominant retailer on the planet. So, competitors get particularly upset when they believe that Wal-Mart is involved with unfair trade practices. A case in point is Wal-Mart’s recent use of price comparison ads.
As reported by Ann Zimmerman and Shelly Banjo for the Wall Street Journal: “An aggressive Wal-Mart  advertising campaign that claims better prices than specific, named competitors has rankled rivals, which have complained to attorneys general in more than half a dozen states. The targeted retailers, including Toys “R” Us, Best Buy, Bed Bath & Beyond, and several regional supermarket chains, claim Wal-Mart cites inaccurate prices and compares differing products, such as laptop computers with separate specifications. Wal-Mart defends the ads, begun last year, as accurate. ‘We know competitors don’t like it when we tell customers to compare prices and see for themselves,’ Wal-Mart spokesman Steven Restivo said. ‘We are confident on the legal, ethical, and methodological standards associated with our price comparison ads.'”
What do YOU think?
Click the photo to read more from Zimmerman and Banjo. Click HERE to see a video clip.


This entry was posted in Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Video Clips (non-career) and tagged , , , , , , , , , , , , , . Bookmark the permalink.

6 Responses to Objections to Wal-Mart’s Price Comparison Ads

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