Taking aim at a competitor’s prices is an old trick of the trade.
But a recent flashy — and in-your-face — pricing campaign by Wal-Mart Stores Inc. has ruffled the feathers of a number of retailers, including those of hometown grocer Schnucks.
“What’s new is the high-impact way of doing this on TV and doing it in a relatively playful fashion with flair,” said Bill Bishop of retail consulting firm Willard Bishop in Chicago. “It’s been an escalation in a competitive war.”
Wal-Mart began airing the controversial ads last spring in 31 cities. The St. Louis ads show what appear to be real shoppers walking into a Walmart store with a receipt from Schnucks.
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