Wal-Mart Explores Another Move Upmarket ....... Sat, 01 Apr '06
Plans To Test-Market VLJs At Stores
As you may know, discount retailing uber-giant Wal-Mart Corporation is currently exploring a variety of ways to bring more high-income customers into its stores. In addition to recently unveiling a high-end SuperCenter in Plano, TX featuring such amenities as a sushi bar, expensive wine choices and high-end electronics, Wal-Mart also announced last week that it will test-market an innovative new program to introduce its customers to another high-end product: Very Light Jets.
"I didn't know what to think when [Wal-Mart] contacted me with this," Eclipse Aviation CEO Vern Raburn told ANN recently. "First I thought they had to be kidding... but I admit, the idea grew on me. It makes sense... the same way having affordable direct air-taxi service available to smaller regional airports makes sense."
"And you know how I feel about that," Raburn added with a grin.
Under the program -- which Wal-Mart expects to have in operation at the Plano store by early 2007 -- customers will be able to purchase their own customized very-light jet (VLJ) aircraft by obtaining a tag from kiosks located throughout the store. To discourage pranksters and teens, the customer will need to swipe three credit cards before a purchase tag is issued, in their name, which the customer will then take to a register to complete the transaction.
"We won't have any actual jets at the store," Wal-Mart spokesperson Skip White told ANN. "We toyed with that idea, but decided instead to expand our electronics, garden, and automotive departments into the area we would have needed to showcase a suitable range of choices. Oh, and we added a Starbucks, too."
"Instead, customers will pay a deposit on their aircraft at the store. Wal-Mart is committed to having a demonstrator aircraft at the nearest GA airport -- in this case, Addison (ADS) is just down the road from here -- within 48 hours of that transaction," White continued.
Customers will then be taken on a test-flight. Afterwards, the final decision to commit to purchase will be made, at which time the buyer will also be able to place an order for their actual aircraft. Should the customer decline purchase, a full refund will be given, less fuel and trip costs incurred to demonstrate the plane.
"VLJs, in addition to providing on-demand charter and air-taxi service, are also expected to bring a new kind of pilot into aviation," Raburn told ANN. "These pilots want value -- the ability to own an aircraft with many of the capabilities that, until several years ago, would have cost upwards of $5 million to achieve."
"Wal-Mart is right in line with this philosophy, of bringing affordable, quality products to the masses," Raburn said. "While it's true our jets will represent by far the highest-prices items available at your local store, we still believe customers will understand the comparative value -- these certainly aren't 'off-the-rack' aircraft."
While the test program will be launched at the Plano store to start, it is expected to spread to other SuperCenters throughout the country within a few years.
A similar purchasing process will eventually be set up for customers preferring to use wal-mart.com from the privacy and convenience of their own homes.
Aircraft purchased through a participating Wal-Mart -- initially, Eclipse aircraft are expected to be featured, although other models such as Cessna's Mustang, the Adam A700 and the Spectrum 33 will likely be added (all pending certification) -- will be identified by a small "price-saver" smiley (above, right), affixed to the airplanes' vertical stabilizer
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