Wal-Mart is going after Matthews-based Harris Teeter with a tactic it's trying only in Charlotte: a series of grocery ads featuring head-to-head price comparisons on everything from chicken soup to ice cream.
The ads, running on television, online and in the Observer, signal a bid by the world's largest retailer to regain its footing after seeing its reputation as the lowest-cost store erode in recent years. Wal-Mart, the Charlotte region's largest grocer, hopes to make inroads against hometown chain Harris Teeter, the second largest.
If the Charlotte campaign pays off for Wal-Mart, the retail giant could replicate it elsewhere. "Right now, it's just in Charlotte," said Wal-Mart spokeswoman Tara Raddohl. "We do have some intent to utilize the same campaign in some local markets, but not at a national level."
Raddohl said Wal-Mart chose Charlotte because the company believes there is an opportunity to "surprise" customers with price differences here.
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