Wal-Mart CMO Steps Up with Customer Experience Remit

Just as Gap's MR champion leaves the helm, even-bigger retailer Wal-Mart has promoted a senior research advocate. CMO John Fleming, a leading light in the firm's strategy of tailoring stores to different customer segments, becomes Chief Merchant in charge of apparel, entertainment, grocery and home.

He will also take responsibility for new units devoted to customer experience and to planning, pricing and replenishment as the retail giant enters the second year of a three-year turnaround plan. He was CMO for two years following success as boss of Walmart.com.

President and CEO Lee Scott announced the strategy, based around five 'pillars', at a shareholders' meeting last June (www.mrweb.com/drno/news5582.htm ). The first pillar is a broadening of the retailer's appeal with customer research at its heart.

Fleming will still report to Wal-Mart U.S. President and CEO Eduardo Castro-Wright, who comments in a statement, 'As we enter year two, our focus will extend to merchandise assortment and marketing execution on the findings we identified in our customer research.' He expresses 'a lot of confidence in the talent now charged with moving the company to the next level.'

Stephen Quinn moves into the CMO role and Claire Watts, Executive VP of Merchandise, will lead the apparel and report to Fleming. The company's corporate site is online at www.walmartstores.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.