Blueocean Releases Study Identifying Factors Contributing to Walmart’s Second Quarter U.S. Sales Slump

Programs aimed at reinforcing price leadership not translating into improved perceptions or sales, study finds

PHOENIX--()--Research and consulting firm Blueocean Market Intelligence announced today the results of a second quarter study examining how changes in shopper attitudes and habits are impacting sales at the world’s largest retailer. Complimentary live webinars will be held on October 5 and 6 to offer a preview of key findings from the full report.

In August, Blueocean continued its investigation into why shoppers’ attitudes and habits related to Walmart haven’t improved. Blueocean conducted the study to discover the drivers behind the lackluster second quarter performance, key department spending trends and shoppers’ overall outlook for the upcoming holiday season.

Blueocean surveyed 1,500 Walmart shoppers in August. Consumers reported whether their shopping behavior changed in the second quarter of 2011 compared to the first quarter. Shoppers also predicted how they are likely to shop in the next six months. Survey participants, ages 18 to 75, were a representative sample of the U.S. population.

Featuring Alice Fawver, Blueocean partner and senior vice president, and Kirsten Markson, Blueocean account director, the 30-minute webinars will highlight key findings from the full second quarter Walmart Shopper Study, “Why Walmart’s Woes Continue” including:

  • The stagnant economy is leading consumers to further contract spending at Walmart and other retailers. The majority of consumers think the economy worsened in the second quarter, and they aren’t optimistic about improvement in the next six months. Most plan to maintain their lower spending levels into the holiday season.
  • Walmart’s “Ad Match Guarantee” is somewhat polarizing. While most shoppers feel more confident they are getting the best value, others think it is a hassle that slows down check-outs and erodes their image of Walmart’s low price leadership.
  • Walmart is not improving competitiveness when it comes to convenience and pleasant store experience compared to other retailers.

Registration for the Sneak Peak Webinar, “Why Walmart’s Woes Continue” is free and Walmart sales and shopper teams are highly encouraged to attend. To register for the webinar or purchase the full second quarter report, visit

About Blueocean Market Intelligence

Blueocean Market Intelligence is a next-generation market intelligence firm, specializing in custom research, business intelligence, social media analysis, and advanced modeling and analytics—all designed to capture a 360-degree perspective of consumers and customers, and deliver richer, more actionable insights. To learn more, visit


Blueocean Market Intelligence
Andrea Libey, 602-441-2474, ext. 213

Release Summary

Blueocean Market Intelligence study examines how changes in Walmart shopper attitudes and habits are contributing to a U.S. sales slump at the world's largest retailer.


Blueocean Market Intelligence
Andrea Libey, 602-441-2474, ext. 213