January 7, 2005 06:09 PM
Before Christmas, Wal-Mart Was Stirring
Excerpt: In one respect, Wal-Mart is no different from any other retailer: the Christmas season accounts for a disproportionate share of its yearly income. For Wal-Mart, analysts estimate the holidays represent close to 20 percent of annual sales, or about $50 billion.
By 8 a.m. on the Friday after Thanksgiving - the biggest shopping day of the year - Michael T. Duke, president of the stores division of Wal-Mart, already knew he was in for trouble.
Two hours earlier, Mr. Duke had arrived at a Wal-Mart in Atlanta, prepared to undo shrink wrap and help customers load television sets into their cars. But all the while, he was receiving less than ecstatic reports on his BlackBerry from other Wal-Mart stores around the country. And in the early hours of the morning shopping rush, he drove to Best Buy, Target, Kohl's, Sears and other nearby discount merchants to compare how they were doing.
"At 7 a.m., I looked at the readings coming in from other states, and my gut feeling was confirmed," he recalled in an interview yesterday. "By 8 a.m., we knew we had an issue."
The next day, Wal-Mart told investors that November sales, which included the day after Thanksgiving, were below expectations, a listless 0.7 percent higher than the previous November. Last week, the company predicted December sales for stores open at least a year would be roughly 2 percent higher - well below the 4.3 percent gain during Christmas 2003.
Yet from these disappointing announcements, Wal-Mart, the country's biggest retailer, managed to come back with style. Tomorrow, it is expected to announce that December sales achieved a 3 percent gain over sales for December 2003 - a result that Mr. Duke said last night "surprised everyone, including people inside the company."
Yesterday, several of Wal-Mart's top executives, in a rare interview on the inner workings of the company, described - day-by-day and some cases, hour-by-hour - how they reacted to initial dismay. They explained what they did to steer the stores back on course, from the markdowns to the open-microphone meetings with workers to the multimillion-dollar ad campaign.
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