Nineteen years is a good run, but Wal-Mart decided to ditch its successful "Always Low Prices" Slogan. Read the article here They hired a new advertising firm, which appears to have convinced them to start saying "Save Money. Live Better." Not to point out the obvious, but isn’t this the same slogan as another successful retailer. "Expect More, Pay Less" has been around for a while, and Target was the first thought that popped into my head when I read Wal-Mart's new slogan. I'm not the only one to point this out.
Even though I think the slogan is a terrible mockery of a great slogan by Target, I do like parts of the strategy. The use of the study by Global Insight to highlight real savings to consumers is great and will probably make a positive impact. But the whole strategy just makes me think that Wal-Mart wants to take the same place in the minds of consumers as Target, yet want to still be known as the least expensive. I think it is going to be very difficult to shake the low-class and cheap feel most of us feel at Wal-Mart by stealing Target's slogan yet claiming $2,500 in savings.
If Wal-Mart really wanted to use that study for it's benefit, why not go out into the real world, find a family that was forced to switch to Wal-Mart for it's shopping due to a layoff or an unexpected increase in expenses and ask them to recount how much they saved by shopping at Wal-Mart rather than their competitor. A feel good story with hard numbers to back it up, that sure sounds like a winner to me.