Walmart drops ‘stores’ from legal name

Daphne Howland, retail reporter at Retail Dive article, Walmart drops ‘stores’ from legal name –  includes Jim Fosina, CEO Fosina Marketing Group comments below.

  • But how much does that matter, considering that “Walmart” has been the label most people see, and that many people won’t register it or care much if they do? A lot, Jim Fosina, CEO of Fosina Marketing Group, told Retail Dive in an email. Fosina called it “a giant step in the right direction.” As the world’s largest brick-and-mortar retailer — and arguably the most efficient distributor of consumer goods on the planet — it’s no small thing for the company to remove the word “stores” from its name.
  • “This is a HUGE mindset change for the company as it allows them to put the customer first and pivot and optimize their connection on a level basis,” he said. “There is no longer any channel conflict — there is channel cooperation within the company as it is serving the customer first.”