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| 来源：www.geidu.com 作者：智联文通 |
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Wal-Mart's better-than-expected sales in May got a boost customers spending their government stimulus checks, but company officials noted that its faster, cleaner and friendlier approach to merchandising is clearly resonating with shoppers in a challenging economy.
"We have ended up in a really good place," said Eduardo Castro-Wright, president and CEO of Wal-Mart Stores Inc.'s U.S. division, standing in the garden section of a Supercenter in Rogers. He was joined Thursday by executives from different departments who offered presentations on how different categories are all embracing its "save money, live better" campaign begun a year ago. That means an emphasis on low prices while focusing on a more edited selection in an attractive selling environment.
Wal-Mart's new direction follows a zigzag course between upscale and discount goods that had slowed sales growth.
On Thursday, the day before its annual shareholders' meeting, Wal-Mart reported a 3.9 percent increase in same-store sales in May, much better than the 1.6 percent gain that analysts surveyed by Thomson Financial expected. Including fuel sales, Wal-Mart reported a 4.4 percent gain. The company said it expects same-store sales growth between 2 percent to 4 percent in the current month.
Same-store sales are sales at stores open at least a year and are considered a key indicator of a retailer's health.
Standing amid racks of basic clothing items priced at less than $10, Dottie Mattison, Wal-Mart's senior vice president and general manager for apparel, said that the company is focusing on offering the lowest prices on such big brands as Hanes and Fruit of the Loom.
Mattison said Wal-Mart has been "clarifying the offering," which in the case of apparel meant dropping some lines and putting greater focus on others. Garanimals, a mix-and-match children's apparel collection, replaced four store-label brands.
Wal-Mart reported last month that apparel sales, which had dragged down the company's business, were showing signs of improvement.
Wal-Mart's home furnishings area, which enjoyed its first same-store sales increase in two years, has a tighter focus too. Linda Hefner, executive vice president of home furnishings, told reporters that in certain areas of the home department the company is emphasizing major brands, while in other areas it is stressing the retailer's own store labels, particularly Canopy, Mainstays and an upcoming collection called Better Homes and Gardens, which will be shipped to stores this fall.
Hefner noted that prices on home goods are as much as 40 percent less than those of competitors. For example, a queen-size set of Canopy 300-thread count sheets sells for $35.88.
Like many of the store's areas, the home department now features lower shelving to make it easier to shop.
That clarity is also evident in the electronics department, where stores are being remodeled to have a wall of high-definition televisions and a less cluttered look. At the Rogers store, just a few miles from the retailer's Bentonville headquarters, shoppers see clear labeling on televisions, helping them decide what to buy.
Employees are also being trained to be more helpful. The section is taking advantage of new markets for video games, such as the Guitar Hero line, which appeals to an audience broader than hardcore gamers. About 1,000 of its stores, including the Rogers location, offer demo models that shoppers can play with. Wal-Mart is also doing more to promote Blu-ray high definition movies and players, now that the industry has settled on a single technology.
In the food area, Wal-Mart is stressing prepared meals like pizza as its shoppers stay home more to save money. This summer, the retailer is focusing in particular on the lowest prices for two food basics — ice cream and soda. On Thursday, it was offering four 12-packs of Coca-Cola cans for $11.
"In a sense, the retail grocery market is getting a benefit" from the slow economy, said Jack Sinclair, executive vice president of the grocery division.
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