Don’t write off Wal-Mart Yet

A recent Wall Street Journal article, “Wal-Mart era wanes amid big shifts in retail,” (October 3) makes a grand statement that “The Wal-Mart era, the retailer’s time of overwhelming business and social influence in America, is drawing to a close.”

The author cites a number of reasons for Wal-Mart’s supposed decline:
  1. Rival retailers offer “greater convenience”
  2. Rival retailers offer “more selection”
  3. Rival retailers offer “higher quality”
  4. Rival retailers offer “better service”
  5. Wal-Mart’s image is “down-market”
  6. Wal-Mart’s image is “politically incorrect”
  7. The Internet “has changed shoppers’ preferences and eroded the commanding influence Wal-Mart had over its suppliers.”

Don’t you believe it. Wal-Mart’s brand is all about saving consumers money, and the company delivers on that promise: A study showed it saved shoppers $263 billion in 2004 and even though that study is disputed, there is no question that the bottom line savings are there.

As long as Wal-Mart stays true to its brand, it will continue to be a valuable company.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.