Wal-Mart plants discount store in Garden State - Turnersville, New Jersey

Discount Store News, Sept 23, 1991 by Richard C. Halverson

Wal-Mart Plants Discount Store in the Garden State

TURNERSVILLE, N.J. - Wal-Mart proceeded apace with its expansion into the Northeast by opening here the first of at least three stores planned for New Jersey.

The unit, a standard urban prototype of 115,000 square feet, was one of 11 opened on the same day last month. Another Northeast unit among the 11 was in Wyomissing, Pa., part of the Reading outlet mall region that draws some 8 million visitors a year.

The Turnersville Wal-Mart is located on the Black Horse Pike, a retailer-lined thoroughfare leading to Atlantic City and its 11 casinos 45 miles away.

Wal-Mart is known to be working on two other New Jersey stores, one in Manahawkin in the shore resort region in fast-growing Ocean County, and the other in Brick Township, in Monmouth County, another growing county.

In addition to the discount stores, Wal-Mart operates in New Jersey two Sam's Clubs, in Atlantic City and Delran Township, and is taking over a former Mr. Goodbuys warehouse home center in East Brunswick for what will be either a third Sam's or a fourth discount store.

Within a five-mile radius, the Turnersville Wal-Mart brings fresh competition to a Caldor that opened this spring, newly remodeled Kmart and Bradlees stores, a Phar-Mor opened last winter and a Jamesway.

A leased beauty parlor, "Fantastic Sam's," is the main feature distinguishing the first New Jersey store from other northeastern Wal-Marts. Located to the right, just inside the store entrance, the beauty parlor is one of 13 Fantastic Sam's units that the Memphis, Tenn.-based company operates as a leasee within Oklahoma, Texas and Arkansas Wal-Marts.

In contrast, the Wyomissing Wal-Mart offers a company-operated vision center in the upfront location, which offers soft contact lenses for $29 and features eye exams starting at $69.

In other minor variations from prototype, the Turnersville Wal-Mart breaks out cosmetics from health and beauty care products to give it more prominence.

In addition, the new store features two oval jewelry cases in black, to provide contrast with gold jewelry.

The store also moves tropical fish tanks from the back wall of the pet department so that they now face onto the racetrack for more exposure.

As part of its opening day promotion, Wal-Mart posted numerous hand-printed signs comparing Wal-Mart prices with those of its competitors.

They included: Barbie Dream Bride doll, $28.72 at Wal-Mart vs. $34.97 at Kmart; Graco Pack 'N Play playpen and crib, $82.96 at Wal-Mart ($99.99 on ad), vs. $119.99 everyday at Caldor; Dirt Devil hand vaccum, $32.96 at Wal-Mart vs. $34.96 at Kmart; and Gitano slouch socks, $1.97 a pair at Wal-Mart compared to two for $4, $2.49 to $2.99 everyday, at Caldor.

In its price-comparison counterattack, the Kmart in nearby Clementon put on display a dozen items such as a Texas Instruments Scientific calculator, $15, at Kmart vs. $16.87 at Wal-Mart; and a Fisher-Price potty trainer, $16.91 at Kmart vs. $16.96 at Wal-Mart.

Jamesway, Williamstown, responded to the Wal-Mart grand opening day by holding a two-hour, 10% offsale from 9 a.m. to 11 a.m. and giving customers free hot dogs.