Walmart Pricing Strategy

Walmart pricing strategy 

What is Walmart?

A multi-national retailer, Walmart is renowned for offering things at competitive prices. It is a 405.613 billion USD enterprise. The fact that Walmart's revenue is roughly $559.2 billion shows that the company's pricing strategy has been successful in retaining customers.

Price Points of the Products

In 1962, Walmart opened its doors. Since then, the brand has gained popularity due to its affordable prices. Walmart is the second-largest retailing brand in the world due to its six decades of offering low prices on goods. Walmart primarily focuses on its low prices, which draws the general public. Food items (bananas, specifically), items for the home, clothing, footwear, and other items are among its best-selling goods. The company has consistently offered a high-quality goods at a bargain price.

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Walmart Pricing Strategy 

Price-Setting Policy of Walmart

Since 1962, Walmart has thrived in the retail sector. Their objective in terms of pricing strategy is to offer high-quality products at a significantly lower cost. It is referred to as the EDLP pricing approach. Everyday Low Price, or EDLP. This approach is used by Walmart in its revenue model.

This tactic's goal is to captivate a broader audience to increase earnings. Since their price is so low, they sell a lot more than their rivals do. Even if their profit margin is relatively thin and their selling price is quite low, this assures that their profitability is substantially higher. Walmart employs a cost leadership approach as well, which has provided them a competitive edge for the last 60 years.

Along with that, Walmart also uses a market-oriented pricing approach for its own items, media content, and household goods. Additionally, Walmart makes an effort to keep its business model based on flat-rate subscriptions. For instance, they may offer unlimited shipping. Walmart occasionally modifies its marketing strategy. They modify their pricing approach in response to market conditions. In a nutshell, Walmart uses three main pricing techniques. Which are:

  1. EDLP (Everyday Low Price)
  2. Competitive Pricing
  3. Pricing for fixed-rate subscriptions

1. Everyday Low Price (EDLP)

Everyday Low Price, or EDLP. With this pricing approach, a company sells high-quality goods year-round at a cheaper price than the competition. Numerous research has revealed that buyers like a constant low price over a sudden price change. This is why EDLP is so successful. The decision-making process is made easier by it. Customers are not required to wait for sales. Products are available all year long.

It lowers the price of consumer searches. Customers do not need to spend hours looking for the best offer on the market. They are aware that Walmart offers good value for money. Walmart has prospered and received great praise as a result. 8500 Walmart stores have been established worldwide. There are over 200 million people in their consumer base.

2. Competitive Pricing

Market-oriented pricing generally means adopting strategies based on the competitor's approach and closely imitating it. Additionally, as product prices are determined by the state of the market, a brand may choose to charge a higher price if there is a great demand for its items and higher prices are being charged by rival brands.

The corporations also consider the cost of production and anticipated consumer demand. The ultimate cost is established by that. 

Before even releasing the goods, a company can learn about consumers' viewpoints by using a market-oriented pricing approach. Target, for instance, is selling a product for $15. 

If customers are purchasing that frequently, it indicates that the price is reasonable, and if Walmart offers the identical item for $15 or less, customers will still purchase it. Depending on the circumstances, they might occasionally receive cost leadership.

3. Pricing for Fixed-Rate Subscriptions

Consumers are given a fixed price for all products that fall under the same feature under the flat-rate pricing method, also referred to as fixed-rate subscription pricing. Products with a certain amount of features are typically offered at a fixed price. 

Normally, this method doesn't work for businesses, but Walmart has been doing it successfully for years. This tactic is mostly underappreciated in business-to-business relationships. However, Walmart has been employing this tactic for a while now. Their achievement demonstrates that their strategy is successful.

The global pricing strategy of Walmart

In 2016, Walmart generated more than $486 billion in revenue. Despite the pandemic, their revenue increased and reached USD 559.2 billion.

The US economy is significantly influenced by Walmart. They adhere to the EDLP strategy globally. They have been so popular because of their Everyday Low Pricing strategy. Over the past few decades, they have developed customer loyalty thanks to their regular low prices.

Pricing Techniques Used by the Competition

Amazon, Target, Costco, and other retailers are among Walmart's main rivals. Amazon has a price-cutting tactic.

They carefully scrutinize each competitor's business strategy, see it in action, and develop their own strategy in response. Target, on the other hand, consistently aims to provide the lowest price. They constantly strive for a cost edge. Costco pursues cost leadership as well. They strive to offer goods at a lower cost than their rivals, just like Target does.


Since 1962, Walmart has thrived in the retail sector. Although there aren't many suggestions for them, they still have the opportunity for development since they're the second-largest retailer. Amazon is currently the biggest retailer in the world.

They have become the market leader thanks to their creative pricing strategy. From inexpensive to high-quality products, Amazon offers a variety of goods. 

This enables customers to make decisions based on their preferences. Additionally, Amazon keeps track of the various price techniques that customers use. 

The corporation adopts a suitable strategy for its products after examining those tactics. Walmart can use this strategy as well to get a competitive edge and overtake its rivals.

Price segmentation example

What Is Price Segmentation Example?

The brand strategy includes price segmentation. It's a tactic that brands employ to charge various rates to various market segments for the same or comparable goods and services.

While a brand's solution may be able to cater to a wide range of market categories, frequently the pricing of such solutions ignores certain of those market segments.
This indicates that they are squandering money and limiting their possibility for growth as a result of their tight pricing strategy.

Price segmentation example

Segmenting prices is not a novel concept. It's a tactic that has been employed for many years.

This tactic is used in a variety of product and service sectors, including software, fast food, and the entertainment industry.

Pricing Segmentation for Adobe

Software innovator Adobe is aware of the significance of software adaption.

Any designer will tell you that you have a much higher chance of sticking with the same program throughout your professional career if you develop your creative skills using it.

However, Adobe caters to a variety of clients, from high-price-sensitive students to prestigious organizations with significant budgets.

Adobe offers students drastically discounted rates because of this.

In the understanding that these students would develop into professionals with the resources to pay full price for their service, they provide an incentive for students to learn their skills using their software.

Pricing Segmentation: Benefits and Drawbacks

Like every other technique, pricing segmentation must carefully weigh the benefits and drawbacks of employing it.

While certain markets have less clearly defined categories to benefit from, some brands are better positioned than others to take advantage of them.

The following are some of the most advantageous benefits of pricing segmentation:
  • Boost sales and profits
  • expanded audience and market share
  • Adaptability for specialized marketing
  • greater popularity and possibilities for expansion

Risks exist with the price segmentation technique. Among the most significant drawbacks are:
  • Diluting and avoiding: where the client recognizes the tactic and devises ways to get around it
  • Distrust & Inequality: Customers may feel duped when they learn that some market segments paid less for the identical product, which could result in a decline in customer base and trust.
  • Internal Disarray: Any price segmentation strategy should be created with the market segment's clarity and pricing procedures in mind.

Pricing Segmentation Types

There are numerous strategies for creating pricing segments in your market or a range of prices for your item.
You can use each of these examples on its own or combine them to come up with additional original price ideas.

8 Different Types of Price Segmentation

1. Bundle price

With the use of this method, businesses may pinpoint market segments and modify their product offerings and pricing to appeal to each one.

A "basic" bundle, for instance, would allow a company to exclude extraneous things from their offering to lower the price, but a first-class deal would add enticing extras to raise the price. As a result, the risk of stagnation is reduced as the organization may easily select a package that better suits its changing demands.

Similar to this, businesses may provide a special bundle price that is only available at the time of purchase to entice customers to make a larger purchase. This is especially helpful for one-time purchases where there won't be any ongoing revenue for the company. Like at any fast food restaurant when the cashier offers a dessert, the sales team frequently brings this up just before it's time to make a payment.

The basic offer (and bulk value) typically remain the same in this scenario.

2. Price based on the value

With this kind of price segmentation, the cost varies according to how much the customer values the good or service.

Usually, this is found in creative services.

The price of the work is charged at a greater rate when the value of the work is higher to larger firms with more clients, reach, and revenue than a smaller organization. This tactic can be put into practice by classifying your prospective clients into categories according to things like company size, annual revenue, or industry.

3. Price per channel:

Depending on the channel chosen, different products or services may have varied prices.

Rent and employee costs would make it more expensive for the company to process a sale in person, therefore online or e-commerce prices might be less expensive.

4. Location Cost:

The entertainment sector is where this tactic is most frequently employed.

The closer you are to the stage, the more you'll pay to take your significant other to the theater for a night out. To complete a V.I.P experience, location-based pricing can also be combined with other, more upscale options.

5. Pricing by Period:

At busier times of the year, Airbnb hosts frequently charge more for the same unit.

Booking in the middle of October, for instance, may be much less expensive than booking during the height of the summer.

6. Price at Time of Purchase:

Seasonal clothing is highly valued in the fashion industry.

A new spring outfit will be much more expensive when it is first released than it will be once the season is over. New trends are frequently introduced in the spring after. They are therefore encouraged to dump goods at lower prices.

7. Volume Discounts:

This pricing method is quite popular, and it has provided the foundation for whole markets.

The cost per unit will ultimately decrease with order volume. Of course, we observe this daily in the grocery store, where a single package of Heinz baked beans will appear to be of lower value when compared to the discounts obtained from a 3-pack.

Additionally, SaaS (Software as a Service) companies that offer a discounted monthly rate when paid annually exhibit this.

8. Conditions Costs:

Brands utilize this pricing technique to lower risk. In essence, they exploit the terms to lessen risk and raise the price.

Southwest Airlines, for instance, may provide inexpensive fares with the stipulation that they are non-refundable.

Additionally, agencies may offer a certain number of limited revisions for a defined fee or unlimited revisions for a greater fee.

Methods for Price Segmentation

When it comes to pricing segmentation, the more assumptions you make, the greater the chance that you will be incorrect.

Two essential conditions must be met to achieve clarity, lower risk, and maximize the potential of your price segmentation.

Segment your market in Step 1

Examine the entire market to identify the demographics most likely to need or want your product or service.

Then, this large market needs to be divided further. This may be accomplished using their assets, attitudes, behaviors, or a combination of these factors.

For illustration, a creative services firm might have portions that resemble this.

Solution-focused companies with funding

Survival-Oriented, Self-Financing Startups

These two consumer groupings represent various enterprises with various conditions and various spending levels.

Detail Your Segments in Step 2

Once you've determined which market groups to target, you want to delve further to learn more about them.

You can see into their situations and behaviors through their demographics and psychographics, but you need to delve deeper to discover what makes them tick.

Knowing what they want to accomplish, why they want to accomplish it, and the barriers in their way put you in a far better position to develop an offer that fills the gap.

Define Your Offers in Step 3

You are prepared to specify your offers because you have such a thorough understanding of your market categories.

Since the approach you propose won't alter much in the end, the messaging should emphasize the same result.

But how you identify the segment and match the offer will make a difference.

A creative services company would most likely have a core service that allows them to provide their client's certain deliverables, such as a website or a brand identity.

They are merely altering the offer to suit the needs of their customers when they segment the market, rather than changing their core service offering.

The firm might exclude some non-essentials like a style guide, e-commerce, copywriting, supporting graphics, etc. for a bootstrapped startup that is primarily focused on survival.

They might include strategy, in-person seminars, photography, follow-up consultations, and more for the supported firm with a solution-focused approach.

In both instances, they simply modify the offer to fit the core service, which is still being provided.
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Mira Sandra
Mira Sandra I am Mira Sandra. A blogger, YouTuber, trader, and owner of the blog Starting to know online business since 2014 and continue to learn about internet business until now. Currently active as a trader and content writer at

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