Wal-Mart finally head out of water. Weighed down by its difficulties in the U.S., its biggest market, the worldwide distribution resumed late last year with growth in the country. Between October and December as its sales rose 1.5% to comparable number of stores. This is the second consecutive quarter after nine quarters of decline.
The pickup in sales in the U.S., particularly noticeable during the holiday season, has allowed the group to achieve a total turnover of 444 billion dollars last year, up 5.9%. "The plan Bill Simon and his team have established a year ago was the right, welcomed Tuesday the CEO of Wal-Mart, Mike Duke. We listened to our customers. "
The group, which saw the attendance of its U.S. stores to leave, was first delivered to the center of its priorities on its promise of low prices every day, applying the motto "Every Day Low Prices". It has invested $ 100 million in the fourth quarter price and reduces its margin at year end. This has not prevented its profits to grow by 2.2% over 2011. "Our leadership made the difference in price across the United States, while many families have to adapt to a new era," said Mike Duke.
10,000 references rays
Wal-Mart has also called into rays 10 000 references, reviewed the development of its stores and improved product availability, through weekly audits of its linear. The U.S. giant has continued its openings, focusing on hypermarkets, which are the "best way to gain market share", and small sizes.
This revival is a hope for the other two global retail giants Carrefour and Tesco. As Wal-Mart, they must challenge their domestic market. Engaged in sustained development abroad, often funded by the profits earned at home, the three giants have somewhat neglected their bases and are resting on their laurels. Wal-Mart and Tesco do two thirds of their sales in their home market, Carrefour and 40%. They retain a market share above 20% in their home market, it is eroded year after year. At the times of most innovative retailers, like Target in the U.S. and Leclerc in France with his drives, or by competitors offering a higher quality, such as Waitrose in Britain.
"Previously, it was enough to build more stores to attract new consumers, says Cynthia Renfrow, distribution specialist at SAS. Today, a distributor must continually reinvent itself to remain attractive to the consumer, become demanding and less loyal. "Proof of a delay: in these three giants, the Internet sales are still marginal.
Attention to price
The gap with competitors has widened in recent times due to an accumulation of failures. Lars Olofsson, head of Carrefour, has thus failed to "re-enchant" hypermarkets hexagonal group for the French fry, increasingly attracted by the shops, he also ended up neglecting the price positioning of the sign. In recent weeks, a campaign on the top 500 consumer products is trying to fix this. "To improve its price image can only be a long process," stressed the consultants OC & C Strategy.
Tesco must still wait. Despite an investment in September of £ 500 million to bring down prices of 3000 products, the company revealed in mid-January sales season catastrophic. "Volumes have increased but they did not offset the deflation that resulted," was justified Philip Clarke, Tesco's CEO. April 18, the sign must submit new initiatives that focus on a more welcoming stores, become soulless machines in the eyes of more and more customers, by means of reducing costs to show profitability to rival envy of any French distributor (12.9% last year).
Across the Atlantic, the service also becomes the watchword. Wal-Mart comes to end a tradition for thirty years. His "greeters" who welcomed guests at the entrance of the store employees are now in store, including boxes next to reduce the waiting time. It also weighs in consumer choice to attend a store over another.
U.S. giant to conquer Washington
While Wal-Mart just to enter the market of the City of New York, the leader in the distribution at low prices is welcomed with open arms in Washington. The Bentonville giant plans to open as many as six stores in the U.S. capital in the coming months.
After eight years of effort and public relations campaign to counter the opposition of unions and small businesses, Wal-Mart has also managed to open a superstore last year in Chicago. However this type of operation "seduction", supported by donations of millions of dollars in municipal initiatives and local charities, has yet resulted in any specific project in any of the five boroughs of New York. The union influence on local politicians remains a problem. Wal-Mart, whose employees are not represented by a union, is the bane of the American left.
To continue growing in the U.S., the group, the country's largest private employer, must absolutely adapt its model to the cities. The American empire of Wal-Mart, consisting of 4,400 stores, is about to be saturated rural and suburban areas. To exceed $ 264 billion in sales last year reached the U.S., Wal-Mart to "urbanize".
The largest private employer
This requirement meets the ambitions of the Democratic mayor of Washington, Vincent Gray. From the most impoverished neighborhoods of the capital is, it has itself requested the head of Wal-Mart as the company adds two to four stores planned. Washington DC is not New York City. The District of Columbia suffers from unemployment, lack of education and sub-urban development as the Bronx and Queens. The arrival of Wal-Mart stores with 11,150 m2 between 7430 and 1800 will create jobs and generate $ 15 million in taxes on their sales. These shopping centers are more modest than the "super centers" massive Wal-Mart, well known to American suburbs and beyond 24,000 m2.
Neighborhoods targeted by Wal-Mart in Washington are poorly equipped shops. The meager purchasing power, crime and poor infrastructure have much to do. Despite the suspicion that Wal-Mart draws, with its reputation for low wages, with benefits at least, the enormous means the distributor can play a key role in the recovery of abandoned properties. Among these selected sites in Washington, found for example a former car dealership and a large area. In these areas, it is better "a Wal-Mart job than no job at all."
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