Walmart is reviving the use of its ‘smiley’ face symbol in TV advertising and store signage to hammer home its every day low price message.
The Asda owner revealed the move in the US on Wednesday as part of a series of shareholders week events taking place in Arkansas, which Retail Week is attending.
The smiley emoji was first used by Walmart back in 1990 to symbolise price cuts – dubbed as roll backs – but has been largely absent from its advertising for the past decade.
But the US etail giant told thousands of employees gathered in Fayeteville that the famous smiley would be making a return to represent its value credentials, while also being used to recognise good service among store staff.
Walmart chief marketing officer Tony Rogers said: “Quite simply, when smiley is on the screen, our customers know that he is helping them get great prices.
“Back in the day, smiley was the face of rollbacks. Today, he represents all low prices.
“As retail evolves, there are elements that are timeless. Today, as much as ever, our customers need us as their advocate for low prices. Smiley represents that commitment.”
Walmart US chief operating officer Judith McKenna added the move was part of an ongoing efforts to “restore pride back into the business.”
McKenna insisted the retailer was making “real progress on the number of customers in our stores” and on increasing customer satisfaction levels around creating “clean, fast and friendly” places to shop.