Wal-Mart's Project Impact intends to change the way the world's largest retailer approaches nearly all aspects of its business, but officials have boiled its main goals down to 10 words. “So few companies can articulate what they are doing as simply and as powerfully,” Neil Stern, senior partner at McMillan Doolittle, Chicago, told SN.
1-3: Win, Play, Show
Wal-Mart's new approach to merchandising seeks to categorize products and categories by the retailer's ability to sell them and grow with them. “Win” categories exhibit growth scale and credibility for Wal-Mart; “Play” categories include those with less growth and/or deficiencies in size and scale at Wal-Mart; “Show” categories are declining and likely to see heavy reductions and less promotion.
4-6: Fast, Clean, Friendly
Renovated and newly built Wal-Mart Supercenters seek to improve the shopping experience by reducing clutter, improving sightlines and encourage cross-department shopping.
7-10: Save Money, Live Better
Wal-Mart's new slogan signals a shift from an emphasis on price with appeal mainly to the opening price-point shopper to a value emphasis with appeal to multiple groups.