My favorite retailer that I could not live without is Target. To be more specific it’s the Super Target. It’s my one stop shop for food, milk, clothes, LEGOs, and DVDs. Usually my weekly trips to Target are around $300.00 (I have boys!). I love everything about Target, its clean, the environment is friendly and spacious, and I never have to wait in line for longer than five minutes, there is always someone around to help, and there is a Starbucks.
Target is not the low price provider in the big retail world but Target’s philosophy is to make sure their “guest” (this is what Target refers to as customers) get the best shopping experience possible. Target has a high level of customer service. Target has everyday essentials and fashionable differentiated merchandise at a discount price, but not at the lowest price. Target has positioned itself as a mass merchandiser of affordable chic goods (Barwise, 2004) Wal-Mart on the other hand is my least favorite store unless I am only going to buy one item. I shop at Target, I buy at Wal-Mart. Wal-Mart, like we all know sells on low price. Wal-Marts pricing strategy is to promise the low price always, even matching competition stores ads (Lazaro, 2011). Wal-Mart does not have to concentrate on customer service since they are the low price in this industry. At Target, if I go to check out and one item does not have a tag, the associate will ask me if I remember how much it was. Taking my word for it, he or she will finish the transaction and I am on my way. At Wal-Mart, I had a terrible experience with this type of situation. I was at Wal-Mart to buy cheap sweat pants for my potty training son. One of the four pairs did not have a tag, so my sixteen year old check out girl had to call her eighteen year old manager so that he could call someone one the floor to get another pair. One would think that the check out girl