Single Germans looking for sparks at Wal-Mart
Ann Zimmerman and Almut Schoenfeld
Wall Street Journal
Nov. 14, 2004 12:00 AM
DORTMUND, Germany - On a stifling Friday evening, Andreas Semprich, a 35-year-old single father, decided to go looking for love. Or at least a date. He packed up his 2-year-old son and headed to his local Wal-Mart.
Wal-Mart workers greeted him at the sprawling store's entrance with a glass of sparkling wine and freshly shucked oysters. They took his picture and tacked it on a singles bulletin board, along with his age, interests and the qualities he seeks in a prospective partner. Semprich grabbed a shopping cart outfitted with a bright-red bow denoting his unmarried status and hit the aisles.
"I first tried out discotheques, but that did not work," said Semprich. "First of all, when you see some of the women again in daylight, I sometimes almost fainted. No, this here is much better. It is a natural, relaxed atmosphere. And besides, I can also save money. The milk is cheaper than in any other store." advertisement
Singles night
Welcome to Wal-Mart Stores Inc.'s latest meat market. The retail giant's Dortmund store launched its first singles shopping event in the fall last year, at the suggestion of two workers who thought it might help an unmarried bakery worker at the store who complained about being too old for discos and too proud for Internet dating. Now, every Friday night is singles night at the store, and the event plays out regularly at many of the 91 other German Wal-Marts.
Wal-Mart officials in Germany say they know of about 30 couples who found each other at a singles shopping night. The events have become such hits in Germany, increasing Friday night sales 25 percent, that Wal-Mart has trademarked the name "Singles Shopping" to deter copycats.
No plans for U.S. stores
At the moment, Wal-Mart has no plans to have Singles Shopping nights in its U.S. stores. But, representatives from the German operations, including the two people who came up with the idea, are scheduled to make a presentation on singles shopping to Wal-Mart executives. Regional and divisional managers for the United States will be there, and if they are impressed, they could recommend that stores in their territories consider holding their own singles events. Meanwhile, Wal-Mart divisions in Canada and Korea have contacted the German operations for more information.
Working out details
The singles shopping nights are a way for Wal-Mart to stand apart from other German discounters and bring in new customers. "We have to distinguish ourselves, and we found a little personality doesn't hurt," said Bill Wertz, spokesman for Wal-Mart's international division.
The events weren't an immediate hit. At first, singles at the Dortmund store were reluctant to take a cart bedecked with a huge red ribbon announcing that they were on the prowl. So Wal-Mart tinkered with the formula, and carts with smaller bows were popular with many of the men. To create a more welcoming and relaxed atmosphere, Wal-Mart posted singles greeters at the doors with wine and hors d'oeuvres. A table displayed romance-themed and singles-oriented merchandise - candles, wine, frozen dinners, DVDs.
By Christmas, the Friday events, held from 6 to 8 p.m., were attracting 250 to 300 additional shoppers. To encourage mingling, the staff set up "flirt points" - carefully appointed tables with free chocolate. Dortmund also started a singles bulletin board, three panels covered with photos and brief bios of singles from 18 to 76.
Hearing of the event's success, Wal-Mart's German headquarters, in Wuppertal, decided to give it a try nationally on Feb. 13. Now, Wal-Mart's 14 supercenters in Germany have a singles night almost every week, while smaller stores hold the event about once a month.
Eye for romance
Martina Busse, Wal-Mart district manager gets a lot of phone calls, especially from older men, asking how the event works and what to wear. She suggests "casual, clean, free-time clothes."
Women who arrive in groups are advised to split up: Men can be leery of approaching a pack of women. Shoppers also are encouraged to fill out a lottery slip. The winner gets a 100 euros (about $130) candlelight dinner for two at a romantic hotel in the countryside.
Claudia, a 41-year-old divorcee, said she read about the event in a newspaper and has meant to come by for weeks. "But today I put my foot down and drove her here," interrupted her 20-year-old son, Marco. The mother didn't want to give her last name.
Claudia said, "You know, I would never dare to meet anyone from the Internet or from an ad in the paper."
At the entrance, Karin Hardt, a 65-year-old retiree, and her 58-year-old friend, Gisela Kienast, looked at pictures on the singles bulletin board. They discover a 61-year-old man with silver hair and a nice smile.
"He is my dream type," said Kienast and immediately fills out a data sheet on herself that will be passed on to him.
She notices that her friend is smitten, too. "So what do we do now? Shall we fill out two sheets for him?" she asked. |
