Wal-Mart classifies buyers into 3 types

John Fleming, the new chief merchandising officer of Wal-Mart Stores, and Stephen Quinn, its new chief marketing officer, said in The New York Times that after a year of intense research, the discount giant is seeing its 200 million customers as b...

By Agencies | Mar 03, 2007, 01.30 AM IST

NEW YORK: John Fleming, the new chief merchandising officer of Wal-Mart Stores, and Stephen Quinn, its new chief marketing officer, said in The New York Times that after a year of intense research, the discount giant is seeing its 200 million customers as belonging to three groups.

There are ‘brand aspirationals’ (people with low in-comes who are obsessed with names like KitchenAid), ‘price-sensitive affluents’ (wealthier shoppers who love deals) and ‘value-price shoppers’ (who like low prices and cannot afford much more), the report said.

The new categories are significant because for the first time, Wal-Mart thinks it finally understands not just how people shop at its stores, but why they shop the way they do.

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Wal-Mart classifies buyers into 3 types

John Fleming, the new chief merchandising officer of Wal-Mart Stores, and Stephen Quinn, its new chief marketing officer, said in The New York Times that after a year of intense research, the discount giant is seeing its 200 million customers as b...

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