ECONOMIC ANALYSIS: How Wal-Mart fulfills the promise of its new slogan
Economists usually don’t follow marketing slogans, but Wal-Mart’s shift from its “Always Low Prices” slogan to “Save Money, Live Better” caught my eye. The slogan is based on a study by the national consultancy firm Global Insight. During a 2005 conference on Wal-Mart, Global Insight’s economists released a study showing the average American family saved a little more than $2,300 annually by shopping at Wal-Mart. The current marketing campaign uses updated estimates of Wal-Mart’s savings at about $2,500 per year…