Vamos a Wal Mart!

It’s rough out there. The GDP is growing at an anemic rate, and while experts may not be using the R-word just yet, there is no doubt that we are in an economic downturn. And with a sluggish economy comes consumers who are more and more selective about where and why they spend their money.

So one can assume that this is probably not the best time for a value superstore to rebrand one of its flagship stores . . . right?

Not if you ask Wal-mart. Their original ‘Hypermart USA’ store (eventually changed to Supercenter) in Garland, TX is closing its historic doors in order to make way for the company’s first ‘Hispanic Community’ store. The new concept is designed entirely around the needs of Hispanic shoppers, who make up 50% of the current customer base.

And it makes sense. With the market getting more and more competitive, a store that doesn’t stand out may get passed over by shoppers seeking whatever sales will make their dollars go further. Now, instead of being just another value store, the Garland Wal-mart will be the area’s must-stop shop for consumers seeking familiar Latino brands.

The Hispanic Community store maintains Wal-mart’s bargain-bound appeal while stocking specialty items, Mexican brands such as Fud lunch meat and Bonafont soft drinks, and a Flor de Michoacan juice bar and ice cream shop. Latino models are featured throughout the store, and advertising circulars are, of course, in Spanish.

It will be interesting to see if more Wal-marts follow suit, overtly tailoring their stores to local demographics. If one thing is certain, now more than ever it is important for brands to speak clearly and loudly to their target audiences. Effective communication of value and relevance may just be what keeps shoppers in the aisles during a tough time.

Contributed by: Maghan Cook