TITLE

Wal-Mart's goal: To reign over Web

AUTHOR(S)
Cuneo, Alice Z.; Chura, Hillary; Neff, Jack; Petrecca, Laura; Pollack, Judann; Snyder, Beth
PUB. DATE
July 1999
SOURCE
Advertising Age;7/5/1999, Vol. 70 Issue 28, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses Wal-Mart Store's efforts to establish itself in the electronic commerce industry, as of 1999. The world's largest retailer later this year will launch a megasite that will not only fortify its enormous on-land retail operation, but also potentially expand its customer base beyond its midmarket target. Wal-Mart has quietly hired Grey Interactive, New York, to build its Web operation. Grey is staffing up for Wal-Mart's significant online effort. Wal-Mart also is expected to step up advertising in traditional media to back the site, although it is unclear whether Grey or another shop will get that assignment. Wal-Mart Online could benefit from two Internet trends. First, women are an increasing percentage of Web shoppers and Wal-Mart Online in May generated 63% of its traffic from women, according to Nielsen/NetRatings. Second, the mainstreaming of the Internet means the market demographics are moving into Wal-Mart territory.
ACCESSION #
2007781

 

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