"We are now designing Wal-Mart stores to reflect the unique characteristics of the market we're entering," said John B. Menzer, vice chairman of US operations.
The product mix and interior design will be tailored to five shopper categories: suburban affluent, rural, boomers, urban/multicultural and Hispanic. A Plano, TX test store for higher-income shoppers, which has an extensive wine collection and cutting-edge electronics, has a gross profit per square foot 24% higher than others in the area. A unit in Evergreen Park, IL, remerchandised to appeal to a multicultural market, has sales 25% higher than other units in the area. A plan for rolling out the program to other stores will be set next year.
Store exteriors, however, already are being geared to their market. A unit in Pella, IA will boast Dutch-style gables and stucco. The first Wal-Mart within Chicago city limits, opening this fall, will boast the chain's first observation tower.
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