Wednesday, June 9, 2010

Mexico's Retail Wars: Wal Mart vs. Soriana

In the past couple of weeks, TV commercials have been running in what seems to be the beginning of a new retail war - Wal Mart vs. Soriana.   

Wal Mart is going after Soriana's clients with spots that show Soriana customers comparing their grocery receipts with Wal Mart receipts for the same items.   The campaign is called "Desafio de Tickets", loosely translated as the "Receipt Challenge".

When Soriana purchased the Gigante stores, it became Mexico's second largest retailer.  People recognize Wal Mart as the low cost leader, but Soriana is a force to be reckoned with. 

The commercials have caught the attention of Mexico's PROFECO (Federal Bureau of Consumer Interests) who claim that the ads are misleading and after an investigation found several irregularities.

Soriana has accepted the challenge and launched their own commercial in response (sorry for the poor quality video):

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