Getting into Wal-Mart is an entrepreneur’s equivalent of making it to Broadway. Even a short run on the shelves there can help transform an invention from niche product to household name. And while Wal-Mart certainly isn’t the only retail path to commercial success, nor the right outlet for every product, for mass-market merchandise at a certain price point no other bricks-and-mortar retailer reaches so many shoppers. Today the company has 5,300 outlets world-wide, and gets more than 138 million customers a week.
via Anita Campbell, who adds:
It’s true that small retailers may feel competition from Wal-Mart, especially if they try to sell solely based on price and try to compete head-to-head with Wal-Mart (or any big retailer). But for small manufacturers and small consumer goods companies, Wal-Mart is the customer they pray for and the one that can propel their company into big-time sales. Wal-Mart is the “elephant” they dream of bagging.