Lavelle, Marianne (2005) Wal-mart’s most wanted U.S NEWS &WORLD REPORT, 6/27 36-38

Many Wal-Mart ads are not about products, but to win the hearts and minds of the body politic. Small town merchants don’t like Wal-mart. Unions don’t like them. Other retailers don’t feel sorry for the giant. So, what else is wrong with the retailer?

Wal-mart can look like a pile of cheap new junk if not properly marketed. Thus, Target is getting more upscale consumer who buy more and have better credit.

How can Wal-Mart attract that wealthier consumer without running off the middle income folks?

That is the big new question if the number one retailer is to stay in its lofty position.