By  on March 18, 2010

LOS ANGELES — About two-thirds of Americans shop at Wal-Mart, but Alisa Marie Beyer, founder of research and branding firm The Benchmarking Co., said during a Beauty Industry West meeting that brands still do not grasp how much the big-box giant and its customers transform the beauty and personal care retail landscape.

“If 200 million people are doing something every week, we better know what it is,” she said, speaking March 9 at the Crowne Plaza Hotel Los Angeles about her new report, “Women & Wal-Mart — Seeing Through the Eyes of the Beauty and Personal Care Shopper.” “What’s happening within the walls of Wal-Mart is affecting your customer…even if she’s not there.”

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