Most shoppers know that Wal-Mart's prices are lower than Target's. But is it enough to make devotees of the hometown retailer switch? Time for a price and reality check.
Fans of Target and Wal-Mart go together like Archer Farms oil and Great Value water. They don't mix well. Probably the only thing that aficionados of Target and devotees of Wal-Mart can agree on is that Wal-Mart's prices are generally lower.But as the economy has soured, many of Target's devoted legions are doing the unthinkable and spending their dollars at Wal-Mart. After years of winning the monthly same-store sales race, Target's star has dimmed while Wal-Mart shines brighter than all competitors. Many shoppers nationwide have traded in the red cart for a blue one (and Wal-Mart's recent TV ads brilliantly illustrate that), but here in Target's back yard, customers aren't switching teams. Yet.
Fans of Target and Wal-Mart go together like Archer Farms oil and Great Value water. They don't mix well. Probably the only thing that aficionados of Target and devotees of Wal-Mart can agree on is that Wal-Mart's prices are generally lower.But as the economy has soured, many of Target's devoted legions are doing the unthinkable and spending their dollars at Wal-Mart. After years of winning the monthly same-store sales race, Target's star has dimmed while Wal-Mart shines brighter than all competitors. Many shoppers nationwide have traded in the red cart for a blue one (and Wal-Mart's recent TV ads brilliantly illustrate that), but here in Target's back yard, customers aren't switching teams. Yet.
"There is resistance to Target's local customers moving to Wal-Mart," said David Brennan, co-director of the Institute for Retailing Excellence at the University of St. Thomas. As you move farther away from Minnesota, Target stores don't do as well, he said, especially in smaller markets.In the short term, Target's customers will remain loyal as the company cashes in on its stellar reputation as a generous supporter of the local community, said Britt Beemer, chairman of America's Research Group, a consumer research firm in Charleston, S.C. "But it may not carry weight indefinitely," said Beemer.Twin Cities shoppers I spoke to at both discounters weren't budging, for now. While shopping in Wal-Mart in St. Paul, Angela Daniels of Minneapolis said, "Target is for the middle class. Its employees are stuck-up. Wal-Mart is cheaper." A mere block away at Target, Natalie Olson of Woodbury weighed in. "Wal-Mart is junky. Target is cleaner and classier," she said.
We wondered how much Target shoppers can save if they switch. According to a recent price comparison, shoppers can save 4 to 5 percent at Wal-Mart overall. That's the difference in my shopping cart of 30 items. But half of the items were only a few pennies apart.
By JOHN EWOLDT, Star Tribune April 22, 2009 - 10:15 AM
Would you rather save 4%- 5% or $4 - $5 per $100 dollars spent or have the social image associated with your store of choice?
5 comments:
I would much rather shop at Target rather than Walmart. The employees at wakmart do not know anything and are not helpful. The shopping experience is far better in Target to. I will only shop Walmart when I am shopping for little items that I use everyday. -Dan C. P.4
Though Walmart is cheaper as said, Target remains as a middle class even though pennies more then Walmart is the diffrence. Walmart is shown more as a friendly place but yet when you go there, you aren't treated with the same respect or helpfulness as in Target. Target is more of a class there. They ask if you need assistance frequently more then Walmart ever does. I would rather shop at Target because it is more courtesy there then Walmart would ever have and still lose that 4-5%.
I would rather continue to shop at Target to keep the better image. Though the economy is at a tough time, I wouldn't want to go to cheap products. I feel Target has better service than Walmart and has higher quality.
Max B
P.4
I would rather shop at target than Walmart. Target has a better image and better service. At walmart it seems like some of the enployees dont care. Also at target it feels like you get better cuality of products and it seems like a nicer store. Even if you have to pay more I would rather have higher quality.
Kyle R
6
I would much rather shop at Target. I feel like what I have purchased is of better quality than Wal-mart as well as everyone is just overall friendlier. Some of the employees at Wal-mart scare me and I don't think that sets a good image for them. I would rather pay the extra 4 to 5% to have a safe, happy shopping experience.
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