UnMarketing: Stop Marketing. Start Engaging

Chapter 42. Hello? Walmart?

EVERYONE HAS AN opinion about Walmart. Seems you either love them or hate them. Personally, I say it's up to you where you shop. I'm there all the time. It's easy, it's close, and I can get my cereal, a fanny pack, and cat food all in one stop . . . awesome. They're open late, prices are good, and everything I need is all under one roof. Remember, I am the world's laziest man. . .

Walmart can't be missed. The company has a strong brand that is supposed to be based on low prices and friendly service. Associates and greeters are encouraged to smile and say hello to each and every customer they see. This 10-foot rule was created by Walmart founder Sam Walton. On the Walmart web site the company says that, "During his many store visits, Sam Walton encouraged associates to take this pledge with him: I promise that whenever I come within 10 feet of a customer, I will look him in the eye, greet him, and ask if I can help him."

Now that is my kind of corporate policy! I like feeling special, doesn't everybody? It is especially nice to see this kind of policy in such a huge store. Doesn't get any bigger than Walmart. Did you know they have a cheer? They do, here are a few lines from it (www.walmartstores.com).

• Whose Walmart is it? It's my Walmart!

• Who's number one? The customer! Always!

After spending a lot of time pushing my cart around the place on many occasions I starting wondering whether this policy was really being put into place. Was Walmart being authentic ...