Walmart is the world’s largest retail corporation that operates a chain of hypermarkets. Walmart is the world’s largest company by revenue, according to Fortune Global 500 list in 2018. The company was founded in 1962 by Sam Walton, with the aim of providing customers with all-year cheap deals to enable them to live better.Communication is important when it comes to business, as it is crucial to the message across to stakeholders.
It is evident that communication has played a major rule in Walmart’s success and has helped them to sustain to their current position as the “World’s Largest Retailer”.The corporate world is dominated by two types of communication and they are internal and external. Internal communication is whereby the organization, communicate with each other inside the corporation while external communication is whereby there is a communication between members of the organization and the outside party. The purpose of internal communication is to transmit information between various business units and departments within the organization. While the purpose of external communication is to maintain relationship and provide information regarding the corporate with the outside parties.Sam Walton initiated face to face for their internal communication back in the days. Face to face is a form of oral communication.
This face to face communication allowed him address his employee’s problem immediately. This form of communication enhanced the employee’s working spirit because they felt that they are an important asset to the company, as the top Management makes an effort to listen to them. This method encourages employees to voice out the limitation they encounter during the job. This enables the Walmart associates to rectify the limitation and make continuous improvements. This method ensured that communication went from executives to low level management and encouraged employees to give their opinion to the executives.As time flew, Walmart grew in size and technology advanced.
Walmart developed and used their very own six satellite communication channel which connects more than 2400 stores and 100 distribution centers worldwide. This satellite channel provides a two-way voice and one-way video transmission between its headquarters and all their stores. The top management makes all the decision from the products prices to changes in company policies. This information is conveyed to the other stores through the satellite system to standardize everything throughout all the stores. The primary mode of communication is still oral communication but the mode of delivery changed from face to face mode to audio and video method. However, Walmart still follows the top to down management layout in their internal communication.
Walmart adopt three strategies for external communication. The three strategies are to provide information and response, manage public affairs and government relations and finally promote business by telling stories. Walmart have adopted the digital communication strategy to send message outside of the corporation. Walmart have a total of six Twitter handles with @WalmartHub being the “parent” handle.
@WalmartVeterans tweets their hiring initiatives and other efforts involving veterans, @WalmartGreen which tweets new regarding sustainability, @WalmartGiving is dedicated to promote its philanthropic efforts, @WalmartAction manages public policy issues and @WalmartHealthy deals with fresh and healthy foods. These twitter accounts helps to communicate their ideas outside of the company.Walmart uses pull communication to provide message to the customers.
Pull communication is all about providing information for a large group of audience. The receiver can access the platforms to recover these information. Walmart uses television and radio advertisement to inform customers about the promotions and sale. Walmart updates about all their current events on their corporate website. Apart from these, Walmart runs a hotline that answers media calls.Walmart works on their public policy priorities and complies with the government policies. Walmart provides that policies on their website and have @WalmartAction dedicated to deal with public policy issues.
This transparency on their policies enables Walmart to build and maintain a good relation with the public and government.Walmart promotes business through stories. These stories are focused on the four pillars: health care, sustainability, opportunity, and community. Walmart demonstrates its care for society through its actions. This form of communication a good representation of actions speak louder than words.Walmart showed that it cares for the society by providing healthcare products and services for discounted prices.
Senior citizens, can get eye care at roughly 3,000 in-store vision centers and free health screenings. Walmart also operates 19 urgent care clinics at its selected stores. Customers can visit the clinics for between $59 and $99 and receive routine and urgent care services, including lab tests and immunizations. Walmart communicated their concern for healthcare through their actions. Walmart encourages its suppliers to join initiatives in reviewing best practices to run the business without harming Earth.
Walmart have posted regarding Project Gigaton which aims to reduce emissions one Giga ton by 2030.Walmart also helped the society by donating funds when there was a hurricane in Florida. Walmart did a fund raiser for the Florida Hurricane 2018 and Walmart matched customer donations two-to-one with cash donations up to $5 million for disaster response and recovery. Walmart Emergency Operations Center provided support to neighbors, associates ; communities during the Florida Hurricane.Walmart communicated their goodwill through their action of extending a helping hand to the society.
This helped Walmart to build a good reputation and put the corporation in good light. This attracts the potential investors.Existing and potential investors can access their quarterly reports on their websites. The highlights of the quarterly reports are presented on the first page in point forms with the CEO message thanking everyone who contributed. Information is communicated to investors in written form and formal style.In a nutshell, Walmart incorporates oral communication and technology to deliver information internally. Walmart mainly uses its twitter accounts and website to communicate information to stakeholders outside the corporation.
Walmart also communicated their efforts and care for society through actions of extending a helping hand. These is how Walmart uses communication to sustain as the world’s largest retail corporation.