Wal-Mart has been stumped in finding a growth path for several years (see chart here). Once one of America’s fastests growing companies, Wal-Mart now trails Target, Kohl’s and JCPenney’s growth rates – and profit margins. Dropping prices only went so far with shoppers in a highly competitive retail marketplace – as merchandise selection, store ambiance and store personnel also contribute to the selection of where to spend our money.
Nonetheless, Wal-mart keeps plugging away at doing the same old thing. Never one to recognize a Challenge to its out of date Success Formula, Wal-Mart maintains its Lock-in to "low price" as the only tool for competition. They demonstrated that they would even fire any executive with the nerve to try changing the merchandise mix when they publicly humiliated the last VP of Marketing while giving her the heave-ho. Last Christmas they tried cutting prices to drive revenue, only to be met with yawns by shoppers.
So, what is Wal-Mart doing now? According to CNNMoney.com (see article here), they are….. take a guess…… cutting prices (cymbal crash heard in the distance). Another 16,000 items are intended to see the scalpel applied, with even deeper discounting than in the previous holiday season. We know for sure that will cut further into margins. Whether it will drive same store sales growth….. well….. it hasn’t worked for the last 6 years.
A slave to its Lock-in Wal-Mart follows the adage "if at first (or second, or 65th time) you don’t succeed, try, try again." But successful businesses know that in a dynamic marketplace that strategy is death. The better phrase would be "If at first you don’t succeed, learn something from what you did and try a different tack." But that would require Wal-Mart be willing to Disrupt itself and use White Space to find new solutions. And that seems to be the one thing Wal-Mart’s leaders are completely unwilling to consider.