Older workers big plus.

Employing seniors as store greeters is one of many parts of the Wal-Mart success story. Older shoppers value older employees because they pay attention, understand their questions, and are familiar with the products older shoppers ask about. Wal-Mart isn't the only retailer to have enabled older people in their communities to work part time, but no one else has done it so consistently. "The older employees at Whole Foods consistently are helpful- remembering your name and what items you always get- holding them out for you. But the younger, newer employees don't seem to be getting the training that made that store so unique."

Not everyone likes Wal-Mart's greeters or appreciates having their sales slip checked and marked to show that they've paid for the merchandise in their shopping cart. But most of the older Wal-Mart shoppers we heard from like the greeters and like the fact that Wal-Mart is helping them to keep gainfully busy. Some use them as a cheerful source of information on their way into or out of the store.

Retailers build love-equity when they exceed shoppers' expectations or do something to make them feel warm and fuzzy. Bargain perceptions go a long way, but so do friendly greetings, good management, hospitality, and interesting merchandise.

Ten years ago, most of the shoppers we asked about stores they loved responded with the name of a supermarket. Today, even if we include specialty food stores like Trader Joe's and Whole Foods, more shoppers responded with a name of a mass marketer. Ranking national names by love mentions puts Target on top. Wal-Mart wins second place on love (and first place on the stores shoppers hate). Neither Sears nor JCPenney made it to the top 25 best loved! Regional supermarkets like Publix, Wegman's, Shop Rite and Ukrops appear on many love lists as well.

Many of those citing Wal-Mart as a loved store mention the combination of friendly people and great prices. Since lower labor costs are an important component of their lower prices, Wal-Mart's ability to maintain their friendly people image is one of their amazing achievements. The mostly elderly greeters that continue to greet Wal-Mart shoppers on their way into and out of the store play a significant role in that friendly-people image, especially among older shoppers.