In Chile, Wal-mart Adapts To Local Tastes To Reach The Top

[...] after company officials decided to economize by shifting bread-making to a centralized, company-owned bakery and away from individual stores, some customers complained the bread wasn't crunchy enough. Chile, though, is a success — and one that company officials hope to replicate elsewhere. Since entering Chile in 2009 with its acquisition of the country's largest supermarket chain Distribucion y Servicio, S.A., Wal-Mart has worked hard to win over Chilean consumers. Wal-Mart Chile's consumer research group, which tracks shoppers' perception of prices and shopping habits, is one of the company's most sophisticated. Like many shoppers in emerging countries, Chileans like to find fresh fruits and vegetables daily at open markets. [...] soon after it took over D&S, Wal-Mart made red the signature color for price signs for its Lider supercenters because Chileans associate red with good deals. [...] it generally does well when it buys a successful chain like D&S.

Topics:  distribucion   servicio   s.a   wal-mart chile   lider   wal-mart's u.s    wal-mart   manuel lopez   ceo    unilever   pressure   fuenzalida moure   ci   chile   wal-mart   chilean   chileans   d&s   wal-mart's   unilever   prices   company   worked   supplier   shoppers   stores   costs   chain   red   run   factories   business   

 

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