OnDemand WTP Pricing Research

Walmart Savings Catcher and the Future of Everyday Low Price | Gartner

Consumers are increasingly sensitive to pricing, including multichannel consistency and competitive fairness. In fact, trust is increasingly a driver of loyalty. Having built its business model on being the low price leader Walmart will be challenged to ensure that they are meeting this customer expectation. The elephant in the room is of course the extensive list of exceptions Walmart has applied to the process. Can a retailer really retain the title of low price leader when the exceptions themselves speak against this? Is it really not possible to compare a Walmart branded product, for example a can of green beans, to one carried by local competitors? Consumers make these comparisons every day. Should Walmart match promotions such as BOGO’s and buying multiples such as buy more and save more? Absolutely if it wants to keep its pricing positioning.

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Walmart Savings Catcher and the Future of Everyday Low Price.

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