Banks and financial institutions will be watching Walmart carefully.

Tom Dougherty, CEO – Stealing Share

24 September 2014

The recent moves of Walmart are scary but on brand

Walmart recently announced two initiatives. One is an in-store medical clinic. The other is a low-cost checking account through a partnership with Green Dot.

The clinics would be staffed by nurse practitioners. They would have the ability to take care of basic medical needs with a low cost of about $40 for a visit. The checking accounts are a low monthly fee alternatives for people who are on a fixed income. There are  no fees for bounced or returned checks.

Few understand their brand better than Walmart

Few understand their brand better than Walmart

These initiatives are interesting for a couple of reasons.  They help to further cement Walmart’s brand with its traditionally lower-income customer. But even more importantly, they are completely on brand.

Walmart has grown its brand on being the low cost provider. It IS the place to go to get the most stuff as cheaply as possible. Now, its adding two important and needed brand features  for their target market. These are desperately needed, especially in rural areas.

I doubt either represents a windfall in additional store revenue. Rather each helps Walmart with customer loyalty, especially in those communities without access to primary medical serves or financial services options. They are part of reinforcing the Walmart brand.

Beyond that, however, each of these has the possibility to be a game changer. Banks will either say good riddance to their lower income customers or be forced to respond if they want to stay competitive. Medical services could eventually see a major competitor for primary care dollars, especially for patients who have a chronic disease and high copays.

It will be interesting to see how this plays out. But one thing I can say for sure is that Walmart takes its brand very seriously. These two initiatives are proof of that.

See more posts in the following related categories: Walmart Walmart brand Walmart checking Walmart clinic


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