Walmart Launches National Advertising Campaign to Show "The Real Walmart"
Ads emphasize the company's role in helping associates and customers live
BENTONVILLE, Ark., May 4, 2013
BENTONVILLE, Ark., May 4, 2013 /PRNewswire/ --Walmart today announced the
launch of a national television and digital advertising campaign and
accompanying website (www.therealwalmart.com). The campaign demonstrates how
people across America count on Walmart to save money on the products they want
and need, how the company provides tremendous career opportunities for its
associates and how it creates efficiencies and works directly with
manufacturers to help deliver low prices.
"We have wanted to do this for a long time because we know that people trust
Walmart even more when they understand the opportunities we provide our
associates, who the customers are that shop with us and how we deliver low
prices," said Bill Simon, president and CEO of Walmart U.S. "Every month more
than 60 percent of Americans shop at Walmart and we are proud to help them
save money on what they want and need to build better lives for themselves and
"The Real Walmart" ad campaign focuses on three key areas:
oHelping Walmart customers succeed
oHelping Walmart associates succeed
oHow Walmart's efficiencies and direct-from-manufacturer approach help
deliver low prices
In this ad, real Walmart customers describe how they are able to invest in
themselves and their families in real and meaningful ways with the money they
save by shopping at Walmart. Customers describe being able to build their
child's education fund or invest in their family business or pay for braces
for their kids.
As the ad demonstrates, there is not one single type of Walmart customer.
Every week more than 60 percent of Americans shop at Walmart, and these
customers represent the full and vibrant diversity of America. They are
economically and ethnically diverse, come from every walk of life and have
every occupation and interest imaginable. They include teachers, mechanical
engineers, firefighters, accountants and many more, and Walmart welcomes them
all to shop its stores.
Customers have more shopping choices than ever before, but many count on
Walmart to help them save money and balance their budgets. For example,
Walmart has helped save customers $4.8 billion through its $4 generic
prescription drug program and saved shoppers $2.3 billion in the last two
years on fresh fruits and vegetables.
The associate ad features 19-year-old Nathaniel, an hourly associate from
Chicago. He's been with the company for a year and is looking forward to
starting college in the fall, where he wants to study law or computer science.
He plans to continue his career with Walmart, and eventually sees himself
managing his own store.
Nathaniel, like other associates, understands that working at Walmart means
opportunity. Walmart is dedicated to the growth and development of its
associates. They are the reason for the company's success. For example,
300,000 associates have been with the company for 10 years or more, 75 percent
of store management started as hourly associates and every year the company
promotes about 160,000 people. Last year, full- and part-time hourly
associates earned more than $770 million in quarterly bonuses, and associates
saved more than $500 million through the company-provided 10 percent discount
on general merchandise and select grocery items.
No matter where a person is in her or his life, Walmart has a job that could
be right for them. For some, it is a first job where they learn the
fundamentals of a business and how to work within a team. It can be a seasonal
or part-time job for people who have other responsibilities but who still want
to earn some extra money. Many others see Walmart as a long-term career with
more advancement opportunities than other businesses in the country.
"I know first-hand the career opportunities that Walmart offers. I started as
a cashier during college and today I run my own store," said Tonya Pullen,
Walmart store manager in Mt. Juliet, Tenn. "I see associates earn promotions
every week to jobs with more responsibility and higher pay. In fact, more than
three-fourths of the management team in my store started as hourly
Walmart provides education assistance, skill training and most of all, an
opportunity to succeed and build a career. The company's 1.3 million U.S.
associates achieve incredible things every day – for their customers and in
their own lives.
Walmart's mission is to save people money so they can live better. The company
is able to deliver low prices by always looking for ways to increase
efficiency and cut waste out of the system and pass savings on to its
The business approach ad explains how Walmart delivers low prices for its
customers. The company's low prices start with one of the world's most
advanced supply networks, including an incredibly efficient trucking fleet.
Since 2005, Walmart has increased its fleet efficiency by 80 percent. In fact,
in 2012 alone, the Walmart fleet delivered 297 million more cases while
driving almost 11 million fewer miles. The fleet also includes some of the
best and safest drivers on the road.
In addition, Walmart has a long-term approach of working directly with
manufacturers to eliminate markups and bringing affordable, high quality
merchandise and groceries to the communities it serves, in part by partnering
with small, local famers in every region of the country.
Earlier this year, Walmart also committed to source an additional $50 billion
in U.S. products over the next 10 years. This builds on where the company is
today, which according to suppliers, items that are made, assembled, sourced
or grown in the U.S. account for about two-thirds of what we spend to buy
products at Walmart U.S.
"We are able to deliver low prices to our customers by operating efficiently
and working closely with suppliers to obtain the best cost for the merchandise
customers want," continued Simon. "The more we introduce people to what we do
and how we do it, the more they understand the positive difference we can make
for customers, associates and communities."
For additional information on the associates in http://youtu.be/J64RgONRosk
the ads, please visit:
For additional information on the customers in the http://youtu.be/Gdk7ZyTSt9E
ads, please visit:
Wal-Mart Stores, Inc. (NYSE: WMT) helps people around the world save money and
live better – anytime and anywhere – in retail stores, online, and through
their mobile devices. Each week, more than 245 million customers and members
visit our more than 10,800 stores under 69 banners in 27 countries and
e-commerce websites in 10 countries. With fiscal year 2013 sales of
approximately $466 billion, Walmart employs more than 2.2 million associates
worldwide. Walmart continues to be a leader in sustainability, corporate
philanthropy and employment opportunity. Additional information about Walmart
can be found by visiting http://corporate.walmart.com, on Facebook at
http://facebook.com/walmart and on Twitter at
http://twitter.com/walmartnewsroom. Online merchandise sales are available at
Contact: Walmart Media Relations, 1-800-331-0085, news.walmart.com/reporter
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