The author has painted an interesting landscape of the dynamics of the retail industry & his plan to become the best retailer, along with a fair share of self-aggrandizement and too many unnecessary positive endorsements from various people who have interacted with him.
Takeaways:
1. He is a very competitive person who values the customers & employees. He also believes in saving every dollar:
"But sometimes I'm asked why today, when Wal-Mart has been so successful,
when we're a $50 billion-plus company, should we stay so cheap? That's simple:
because we believe in the value of the dollar. We exist to provide value to our
customers, which means that in addition to quality and service, we have to save
them money. Every time Wal-Mart spends one dollar foolishly, it comes right
out of our customers' pockets. Every time we save them a dollar, that puts us one
more step ahead of the competition—which is where we always plan to be."
2. Underscoring the importance of volumes:
Here's the simple lesson we learned—which others were learning at the same
time and which eventually changed the way retailers sell and customers buy all
across America: say I bought an item for 80 cents. I found that by pricing it at
$1.00 I could sell three times more of it than by pricing it at $1.20. I might make
only half the profit per item, but because I was selling three times as many, the
overall profit was much greater. Simple enough. But this is really the essence of
discounting: by cutting your price, you can boost your sales to a point where you
earn far more at the cheaper retail price than you would have by selling the item
at the higher price. In retailer language, you can lower your markup but earn
more because of the increased volume.
3. Stressed on the importance of passing on the benefits of price reduction to the customer:
The thing I remember most, though, was the way we priced goods.
Merchandise would come in and we would just lay it down on the floor and get
out the invoice. Sam wouldn't let us hedge on a price at all. Say the list price was
$1.98, but we had only paid 50 cents. Initially, I would say, 'Well, it's originally
$1.98, so why don't we sell it for $1.25?' And he'd say, 'No. We paid 50 cents for
it. Mark it up 30 percent, and that's it. No matter what you pay for it, if we get a
great deal, pass it on to the customer.' And of course that's what we did."
4. focus on operational efficiency:
"We have a lot of fun with all this item promotion, but here's what it's really
all about. The philosophy it teaches, which rubs off on all the associates and the
store managers and the department heads, is that your stores are full of items that
can explode into big volume and big profits if you are just smart enough to
identify them and take the trouble to promote them.
In retail, you are either operations driven—where your main
thrust is toward reducing expenses and improving efficiency—or you are
merchandise driven. The ones that are truly merchandise driven can always work
on improving operations. But the ones that are operations driven tend to level off
and begin to deteriorate. So Sam's item promotion mania is a great game and we
all have a lot of fun with it, but it is also at the heart of what creates our
extraordinary high sales per square foot, which enable us to dominate our
competition."
5. Keeping your ear to the ground:
"I remember him saying over and over again: go in and check our
competition. Check everyone who is our competition. And don't look for the bad.
Look for the good. If you get one good idea, that's one more than you went into
the store with, and we must try to incorporate it into our company. We're really
not concerned with what they're doing wrong, we're concerned with what they're
doing right, and everyone is doing something right."
6. Constantly experimenting; doing the obvious things which the competitors aren't. For instance, infiltrating the small towns (competitors like K-mart used to focus only on the big cities)
He was the main force that moved us away from the old drop
shipment method, in which a store ordered directly from the manufacturer and
had the merchandise delivered directly to the store by common carrier. He
pushed us in some new directions, such as merchandise assembly, in which we
would order centrally for every store and then assemble their orders at the
distribution center, and also cross-docking, in which preassembled orders for
individual stores would be received on one side of our warehouse and leave out
the other.
But while the big guys were leapfrogging from large city to large city, they
became so spread out and so involved in real estate and zoning laws and city
politics that they left huge pockets of business out there for us. Our growth
strategy was born out of necessity, but at least we recognized it as a strategy
pretty early on. We figured we had to build our stores so that our distribution
centers, or warehouses, could take care of them, but also so those stores could be
controlled.
7. Granting stock options to employees & the novel Shrink Incentive Plan:
One of the most successful bonuses has been our shrink incentive plan, which
demonstrates the partnership principle as well as any I know beyond just straight
profit sharing. As you may know, shrinkage, or unaccounted-for inventory loss
—theft, in other words —is one of the biggest enemies of profitability in the
retail business. So in 1980, we decided the best way to control the problem was
to share with the associates any profitability the company gained by reducing it.
If a store holds shrinkage below the company's goal, every associate in that store
gets a bonus that could be as much as $200. This is sort of competitive
information, but I can tell you that our shrinkage percentage is about half the
industry average. Not only that, it helps our associates feel better about each
other, and themselves. Most people don't enjoy stealing, even the ones who will
do it if given the opportunity. And most associates don't want to think that
they're working alongside anyone who does enjoy stealing. So under a plan like
this, where you're directly rewarded for honesty, there's a real incentive to keep
from ignoring any customers who might want to walk off with something, or,
worse, to allow any of your fellow associates to fall into that trap. Everybody
working in that store becomes a partner in trying to stop shrinkage, and when
they succeed, they—along with the company in which they already hold stock—
share in the reward.
8. Sharing the financial numbers with employees + sharing information with vendor partners (P&G)
Another important ingredient that has been in the Wal-Mart partnership from
the very beginning has been our very unusual willingness to share most of the
numbers of our business with all the associates. It's the only way they can
possibly do their jobs to the best of their abilities—to know what's going on in
their business. If I was a little slow to pick up on sharing the profits, we were
among the first in our industry—and are still way out front of almost everybody
—with the idea of empowering our associates by running the business
practically as an open book. I've always told people in the stores what was going
on with the numbers. But after we decided to act like a partnership, we
formalized the sharing of information to a much greater degree.
Sharing information and responsibility is a key to any partnership. It makes
people feel responsible and involved, and as we've gotten bigger we've really
had to accept sharing a lot of our numbers with the rest of the world as a
consequence of sticking by our philosophy. Everything about us gets to the
outside. In our individual stores, we show them their store's profits, their store's
purchases, their store's sales, and their store's markdowns. We show them all that
on a regular basis, and I'm not talking about just the managers and the assistant
managers. We share that information with every associate, every hourly, every
part-time employee in the stores. Obviously, some of that information flows to
the street. But I just believe the value of sharing it with our associates is much
greater than any downside there may be to sharing it with folks on the outside.
"As a result, we assembled the top ten officers of both companies in
Bentonville for two days of soul-searching and thinking, and within three
months we had created a P&G/Wal-Mart team to build a whole new kind of
vendor-retailer relationship. We formed a partnership to conduct our business,
with one of the most important outcomes being that we started sharing
information by computer. P&G could monitor Wal-Mart's sales and inventory
data, and then use that information to make its own production and shipping
plans with a great deal more efficiency. We broke new ground by using
information technology to manage our business together, instead of just to audit
it."
Following the P&G/Wal-Mart partnership, many other companies began to
view the supplier as an important partner. The partnership was also a model for
many of our other vendor relationships.
9. Many people have contributed over the years, but David Glass has to get the
lion's share of the credit for where we are today in distribution. David had a
vision for automated distribution centers—linked by computer both to our stores
and to our suppliers—and he set about building such a system, beginning in
1978 at Searcy, Arkansas.
10. Truncating the era of Variety Stores:
Now, most of these guys already had distribution centers and systems in place,
while we had to build one from scratch. So on paper we really didn't stand a
chance. What happened was that they didn't really commit to discounting. They
held on to their old variety store concepts too long. They were so accustomed to
getting their 45 percent markup, they never let go. It was hard for them to take a
blouse they'd been selling for $8.00, and sell it for $5.00, and only make 30
percent. With our low costs, our low expense structures, and our low prices, we
were ending an era in the heartland. We shut the door on variety store thinking.