Michael Osborne’s Post

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CEO at Appriss Retail

I saw a recent headline in Fortune that read, “Walmart is nabbing Target’s ‘Tar-jay’ rep as even the wealthy flock to the retail giant.” Not so fast. While I prefer Target’s in-store experience, online shopping is a whole different story. These recent headlines imply that Walmart is a store for lower-income shoppers, but this doesn’t tell the whole story. Income matters a lot less than online convenience and product availability. Thanks to a credit card benefit, I am a Walmart+ member. But when I’m searching for a specific product, I look at several websites, including Walmart, Target, and Amazon. If Walmart+ has the product at a good price and I can get it in a day or two, I buy it there. Shoppers of all types are always on the lookout for convenient experiences, enhanced by easy returns and overall efficiency. The bottom line is that my browser can go anywhere with the click of the mouse. It’s much harder for me to pick up my feet and visit Walmart when I prefer the “Tar-jay” experience instead. The recent success that Walmart has seen with higher income-level shoppers only highlights how availability and convenience of online shopping is blurring the lines of where income levels shop. That’s the real story here. So no, I likely won’t be browsing the aisles of Walmart any time soon because there are a few other stores much closer to where I live. But you will see me shop there online if the price and convenience is right.

Walmart is nabbing Target’s ‘Tar-jay’ rep and Amazon’s delivery crowd as even the wealthy flock to the retail giant

Walmart is nabbing Target’s ‘Tar-jay’ rep and Amazon’s delivery crowd as even the wealthy flock to the retail giant

fortune.com

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