Great article at MediaPost Pubs on how coupons and wal-mart are leading the charge in back-to-school. The funny part is that they don’t say which has been more successful, all coupons or just Wal-Mart, drawing the distinction that Wal-Mart doesn’t do coupons and has remained true to its everyday-low-price strategy. However, both strategies have their places and are paying off. Check out the complete article here. I don’t think anybody can ignore all the TV ads that Wal-Mart is running for back-to-school. I actually find them very well-done. However, my hat goes off to Marshall’s for their TV adds that explain in no uncertain terms how they prosper from mainstream retailers misfortune. Not sure that the right angle to take with consumers and not sure how consumer have reacted to that angle. I think there would be a better way to distinguish themselves from their competition…
