By Maxine Shapiro, KERA 90.1 business commentator
Dallas, TX – Oh my gosh, the wallflower of the retail world, Wal-Mart, is actually becoming concerned about its image. I thought part of the description of being a bully is not caring what others think about you. But will a few TV ads be enough? I'm Maxine Shapiro with KERA Marketplace Midday.
There are over 200 websites, according to google.com, totally devoted to bashing Wal-Mart. These sites have been around for years. Like Wal-Mart could care. Well, apparently they do. The New York Times reports, the tightwads of the corporate world actually used some of the bazillion dollars they make for "reputation research." There are polls and focus groups and phone interviews. Please let them call me, please! But what's really surprising the advertising world? All this research is actually being put to use. Wal-Mart is even spending more money to fix the problems. As I can see it, that should put them in debt.
Consumers are not the only ones they're approaching. Employees, who have been more than vocal about their treatment at Wal-Mart, are also being asked for feedback. Community leaders and bankers get to put their two cents in. Face it, when you've got a former Miss America standing shoulder-to-shoulder supporting the 40 women accusing Wal-Mart of sex discrimination, you better get your head out of the sand.
So what better way to tell the world you're just a misunderstood discount store? Take out new ads. The Times talks about three ads portraying Wal-Mart as this great place to work. Here's one of them: a black department manager is persuading her daughter to come work at Wal-Mart. "They give you opportunity to advance." Mind you, one of the points in the lawsuit against Wal-Mart by the female employees is women get passed over or told they're "unsuited" for management. It's strictly coincidence, concludes a Wal-Mart spokesperson. And other ads addressing what the research found will follow. I vote, just change what needs to be changed and nix the ads.
For KERA Marketplace Midday, I'm Maxine Shapiro.
Marketplace Midday Reports air on KERA 90.1 Monday - Friday at 1:04 p.m.
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