Since devoting a post to each resume I send out would be overwhelming, I thought I would focus on those for which I have a shot. First on my list: Walmart Consumer Insight Analyst. So, Walmart hiring manager, if you're listening, here is my quick and dirty analysis:
Say what you want about Walmart (and many people do)but it seems as though Walmart continues to laugh in the face of this recession. Let's face it, Walmart carries essentially everything that anyone could need at an incredibly low price. Last time I checked, it wasn't a bad thing to try get a good deal on something, right? I know there are issues with low wages and an overall feeling that Walmart is destroying small business. And when considering consumer opinion, even if these things are not directly related to the shopping experience itself, they have a huge influence on Walmart's success. In the end, however way you want to slice it, people are shopping here. As the economy continues to tank, more people will shop here. Many consumers will inevitably face the moment when they can no longer afford their organic, detergent-free, $24.99 dish soap and may have to walk through Walmart's sliding doors out of necessity. How does Walmart use this opportunity to convert these newly thrify into confirmed Walmart shoppers?
Walmart has already begun this process. Target started its transformation when it began partnering with high-fashion designers and incorporating trendy decor into much of its store layout. Furthermore, Target makes an effort to maintain as uncluttered a store as possible. This is an area where Walmart is really lacking.
Walmart cannot neglect the importance of the Customer Experience when attempting to reach out to their new shoppers. Obviously, pricing is what brought them in but it's not what's going to keep them around. Two other aspects of the Customer Experience that cannot be neglected, especially with this population, are:
1. Store Aesthetics (Layout, Navigation, Appearance)
2. Staff (Competence, Helpfulness)
I will use myself as example as I fall into this demographic and psychographic profile quite nicely.
I am a female in her early 30's with an advanced degree. I am married with no children and live in affluent area of California. Up to my recent job loss, my annual household income was above the national average but comparable to Silicon Valley household incomes. I am responsible for decision-making when it comes to consumer goods purchases in our household. My husband and I don't make our purchases according to any particular budget so we have some flexibility in what we buy and when. I have categories of goods that are bought at different retailers each with different levels of significance attached to them. At the middle and bottom of the totem pole are the items I would most likely buy at Target. These items tend to be smaller, cheaper, or will be bought in bulk and not available at Costco. Here is why, from start to finish, I do not go to Walmart to buy them:
1. The parking lot is a nightmare
2. Unsupervised children. Running. EVERYWHERE.
3. Crowded aisles
4. Products in disarray
5. Staff are generally unavailable, usually unhelpful and some seem to really hate their job
6. Nearest Walmart is still inconveniently far
Some of these cannot be solved by Walmart (children, parking lot, location) but others are pretty basic and can make a huge difference. The overall $10 I might save on a trip to Walmart is not incentive enough for me to switch from Target at this point. However, the changes that Walmart seems to be making are intriguing enough for me to perk up my ears. I will be first to admit that the selection at Walmart is second to none and I do miss that at Target. If Walmart can figure out a way to appeal to a customer like me by sprucing up its Customer Experience a bit, it might have one convert already. At any rate, I'd love to find out what others are thinking. Walmart- Why don't you give me a call and we can set something up? Can't wait to hear from you.
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