How Walmart Is Destroying America (And the World) And What You Can Do About It by Bill Quinn

Author:Bill Quinn
Language: eng
Format: mobi
ISBN: 9780307814760
Publisher: Ten Speed Press
Published: 2012-12-12T05:00:00+00:00

REASON #2: Always the Low Road

Wal-Mart got by with the slogan “Always the Lowest Price. Always” for years, until the National Advertising Review Board, which is funded by the Better Business Bureau, investigated the claim that Wal-Mart always has the low(est) price. The Board found that this just was not and is not true, and promptly ordered our pals in Bentonville to stop saying it.

Wal-Mart then had to change its motto to something that barely skipped around the law—like “Always Low Prices. Always”—so near their original slogan that the public in general still perceived that Wal-Mart had the lowest prices.

Bob Moore, publisher of the Star-Progress in Berryville, Arkansas (the Waltons’ home turf), asked his editor and columnist, Tom Larimer, to launch an investigation. He felt free from Wal-Mart’s wrath, inasmuch as the Bentonville discounter had already withdrawn advertising support from the small-town newspapers to which, in large part, the Walton family owed its earliest success in Arkansas.

Larimer described the “shopping tour” in his column, “Potpourri.” Staffers came up with a list of nineteen items—from ballpoint pens to peanut butter. They divided the list in half and chose shopping days that were separated by at least two weeks to avoid skewing the results with specials they might have encountered on only one shopping day. They picked six nearby stores—including Wal-Mart, of course—and set off to fill their shopping bags.

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