Wal-Mart Ramps Up To Boost Offerings In Mobile Electronics
Posted by on May 15th, 2010
Discount king Wal-Mart (WMT) is beefing up its electronics offerings to feed consumers’ growing appetite for bargains on tech gear.
Starting this month, the retailer says it will offer in stores and online more deals on an expanded lineup of mobile devices and home entertainment products, many designed to help consumers connect wirelessly inside the home and on the go.
Wal-Mart is the world’s largest retailer, and it’s the no. 2 consumer electronics retailer in the U.S. behind Best Buy (BBY).
“We know that consumers today are more disciplined in their spending, and they continue to look for money-savings options through research, and ways to help them be connected,” said Wal-Mart spokeswoman Melissa O’Brien.
“We’re launching this spring a large number of new products that connect them into their living room and that keep them connected on the go, with more opportunities to save and new multichannel experiences,” she said.
Put simply, Wal-Mart is looking to gain traction in a hot market, says Stephen Baker, an analyst with market tracker NPD Group.
“They’re doing this because that’s where the growth is,” Baker said. he pegs U.S. consumer sales of hardware, video and cell phones at $150 billion last year.
Baker says Wal-Mart has been successful in electronics. after big electronics retail chain Circuit City closed its doors early last year, there’s a lot of opportunity to gain market share and grow sales, he says.
“(Wal-Mart) will continue to capture share,” he said. “The category is becoming more mass-market oriented. Electronics are more important to people than in the past. They’re a necessity vs. a luxury.”
Wal-Mart has gone after the electronics customer in a big way in the last four years, offering more products from such popular, quality brands as Apple (AAPL) and Sony (SNE), spokeswoman O’Brien says.
Consumer electronics is important to Wal-Mart because it’s a category that creates innovation and helps drive traffic to the stores, says Wayne Hood, an analyst at BMO Capital Markets. it also helps draw free-spending, younger customers.
Still, Best Buy specializes solely in electronics and has a large lead on Wal-Mart.
“It will take some years for Wal-Mart to catch up,” said Joseph Feldman, an analyst with Telsey Advisory Group.
Best Buy Stresses Expertise
Best Buy defended its standing.
“Best Buy has always offered a large selection of brand-name products, and consumers consistently credit us for bringing them the latest and greatest technology,” Justin Barber, a Best Buy spokesman, said via e-mail. “Most importantly, they also give Best Buy high marks for having the most helpful and knowledgeable salespeople to assist them right at the point of purchase.
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