Chapter 13. Wal-Mart Hits a Wall—A Great Wall

Wal-Mart is essentially a Baby Boomer–based business, but I don’t get a sense that they are aware of it.

Inside statistics about Wal-Mart customers and demography are hard to come by. You have to respect the company’s ability to play its hand so close to the vest despite its size. However, in an October 2006 webcast, two top executives gave a rare but very revealing glimpse of who they say is Wal-Mart’s best customer. A story on the webcast appeared on on October 24, 2006, and was written by Frank Ahrens.

According to the story, Chief Executive Officer Carter Cast and Chief Marketing Officer Raul Vazquez took turns answering questions. Ahrens wrote that ...

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