Since its first store opened in 1962, Walmart has grown rapidly from its roots in rural America to urban and suburban communities in the US and abroad. Delivering on a basic promise to provide everyday low prices has made Walmart the most successful retailer in the world. In order to stay in front and become more relevant to a broader audience, the retailer undertook a massive initiative to revitalize its brand.
- With more than two million associates in over 7,000 stores, a branding program of this nature is a mammoth undertaking
- As a well-established and highly visible brand, Walmart wished to contemporize its look and feel while retaining the brand equity and values of its legacy and heritage
- To be successful in its repositioning, Walmart had to extend its appeal to a broader audience without losing sight of its core customer base
- Refreshed positioning to shift the focus beyond price to the emotional benefits of shopping at Walmart, because only Walmart offers unbeatable prices on the brands shoppers trust, in an easy, fast, shopping experience
- Emphasized how smart shopping not only saves money but also enables customers to live better lives, summarized in a new tag line “Save money. Live better.”
- Created a new logo and visual system that embodies the Walmart brand attributes and signals the improved experience shoppers and associates can expect: friendly, approachable, warm and reliable
- Developed an award-winning “Brand Book” that inspires Walmart associates to be active brand ambassadors at every interaction with the shopper
- Created an online brand center that serves as a real-time source for viewing and downloading brand guidelines
- Translated new Walmart brand into all aspects of the in-store experience, designing new interiors, signage and merchandising display concepts
- Developed and tested prototype retail locations that deliver a more intuitive, consistent shopping experience across multiple departments and in different store formats