Wal-Mart Focuses on Improving Customer Experience

Wal-Mart is leveraging the insights gathered from custom market research to improve the customer experience in its stores, a company executive told attendees at a marketing conference here. The research ranges from a study of shopper segmentation to an analysis of traffic patterns and merchandising tactics using a virtual shopping platform. We're working continuously to improve the customer

LAS VEGAS — Wal-Mart is leveraging the insights gathered from custom market research to improve the customer experience in its stores, a company executive told attendees at a marketing conference here.

The research ranges from a study of shopper segmentation to an analysis of traffic patterns and merchandising tactics using a virtual shopping platform.

“We're working continuously to improve the customer experience in-store,” said Candace Adams, senior director of insigh

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