Wal-Mart Unveils Price Match Guarantee

SN STAFF

BENTONVILLE, Ark. — Wal-Mart Stores here is rolling out a new price-match guarantee in which it pledges to match any competitor's advertised price. The company unveiled the new effort Monday, along with a new ad campaign with the tag line "Low Prices. Every Day. On Everything."

The campaign is an effort to "reinvigorate its price leadership promise," Wal-Mart said in a prepared release. It includes local ads featuring Wal-Mart store managers and employees talking about low prices and savings.

In addition, Wal-Mart said it is adding about 8,500 items back to its shelves, or about 11% of the offering in each store.

"We've listened to our customers and we're bringing back the products and brands they want," said Duncan MacNaughton, chief merchandising officer, Walmart U.S. "Customers have already seen a wider selection of products on our shelves and we'll continue to bring back great products at great prices."

The moves come after Wal-Mart saw its same-store sales come under pressure in the last year after trimming back SKUs and removing some of the price-impact displays, or "action alleys," in its stores.