I'm surprised they care. I can't speak for all "people of affluence who want to save money", but personally I feel that everything about the experience is catered towards a person who values small discounts a lot more than their own time. the inventory is barely organized and I have to walk all the way around the store before I even find the right section. it's even harder to find a human employee who might know where to find the thing I'm looking for.
target isn't a whole lot better, but at least they have more staff wandering around to ask for help. I'll pay an extra 20 cents on my megapack of paper towels every time if that gets me out of the store faster.
it has a negative impact on their brand perception and top line growth. Except when the economy blips into recession their growth seemingly caps at 2-4% a year, sometimes essentially remaining flat.
I always thought the secret weapon to attracting wealthier shoppers is their far too under-capitalized and under-utilized Sam's Club model that is similar to Costco, but not Costco. I think thats what they should have invested in far more to attract the wealthier demographic. Most upper middle class+ people I know shop at Costco varying from often to religiously. Same with Trader Joes, actually.
I always thought Walmart was the "lesser" brand personally, but HQ never seemed to grasp this
From my experience (S. California) the Sam's club is more expensive. So despite one ironically being next to my Wal-mart I still prefer driving the extra 5 miles to Costco.
slightly cheaper food court (and IMO slightly better tasting food, especially the pizza) is a nice draw as well.
target isn't a whole lot better, but at least they have more staff wandering around to ask for help. I'll pay an extra 20 cents on my megapack of paper towels every time if that gets me out of the store faster.