CUSTOMERS

BE&CSR
INSTRUCTOR: Lê Thị Thanh Xuân
 1. Nguyễn Tiến Duy 1652106
 2. Hoàng Nguyễn Hoàng Nguyên 1650043
 3. Trần Hoàng Sơn 1652519
 4. Nguyễn Quốc Thanh 15
INTRODUCTION
STRATEGY & SEGMENTATION CUSTOMERS
HOW WALMART ATTRACT CUSTOMERS?
ISSUES BETWEENT CUSTOMERS AND WALMART
CUSTOMERS’PERSPECTIVE
CHANGES
 SALES PARAMETERS

200 MILLION
90% 15 MILES

(OVER $200 BILLION)

$500.3 BILLION 11,700 STORES 2.3

MILLION ASSOCIATES

(www.walmart.com)
CUSTOMERS STRATEGY

Low price Value

CUSTOMERS

Convenient Customized
location service
Strategy
 Low retails price
Walmart strives to ensure that customers save a considerable amount of their money when
shopping for any products.
 Convenient Location
Walmart also manages to win the hearts of its customers by locating its stores close to them
 Valuing the Customer
Walmart sees its customer as the boss. This is an old strategy that Walmart’s founder, Sam
Walton, developed
 Customized Services
Walmart employees have been taught the principle of “service to customers”. Any
customer who visits Walmart Stores is usually welcomed by an associate who offers to
guide the customer around the store
 CUSTOMER SEGMENTATION

Lower Middle-
middle class
customers customers

Prices their products in a range which is suitable for their target audience
 Among price-sensitive customers, Walmart is the brand of a retailer that
provides the convenience of one-stop shopping for everyday products
at the lowest possible price, because of its operational excellence,
inventory management, and logistics infrastructure.
 Combines Price and Convenience:
Walmart has thrived in large part thanks to an aggressive growth
strategy designed to drive customers away from local independents
by offering everything they need under one roof, at a lower price.

 Changes With the Times:

 It’s Revolutionizing In-Store Shopping:

Scan & Go: an app feature that saves shoppers time by allowing them
to scan products themselves as they place them in their baskets, and
then check out in seconds using pre-saved card details

 Using Big Data to Improve the Shopping Experience Further:

It doesn’t matter what industry you operate in – customer service is
critical
Walmart knows this, and consequently takes steps to ensure every
customer feels valued and looked after

 Prioritizing Customer Service:

Predicting when stores, and checkouts, are at their busiest so it can
staff stores accordingly
In 2000, Walmart was sued 4,851 times — about once every 2 hours
 Change of customer
Customer services
demands
 Lack of human resource  Difficult to find products
 Shipping service is not  Requirement of quality
on time products (local,
 Return policy is limited organic…) for low-
middle class
NEEDS
 Suitable price
 Improve quality and diversity of products
 Delivery
 Customer service
 Protect customer rights
 Product warranty
NOWADAYS ?
 Decrease sale profit
 Appear more competitors
 Number of customers go to Walmart decrease

 The increase in online transactions (9.9 million $)

 World flat: the development of the internet makes it easier

for suppliers to reach customers without going through
hypermarkets
 CHANGES
CUSTOMER Consumer Trend : tend to quality, local, organic, fresh products
EX: Walmart failed in Japan and Korea market

Demand : diversity and innovation (Alibaba, amazon)

WALMART Gradually shift the goal to high-income customers (selling high-end
products such as electronic and audio equipment)

Improve online business performance, reduce the number of traditional

stores (The number of online visitors increased by 34% in 2018)

Target customers worldwide (same amazon, alibaba)