ANY differences among the discount department stores are lost on me.
The first time I walked into a Wal-Mart, I saw a glorified Kmart, which never was that different from Caldor. Target seemed brighter and somewhat more orderly, but it had the same essential qualities: a broad selection of merchandise, discount prices and sales people one would need a homing device to find in the automotive section.
At the grand opening of Ellicott City's new Wal-Mart store on Wednesday, one devoted customer tried in vain to explain to me the characteristics that distinguish one discount store from the other.
She told me that Target's prices really are not that low, that sales prices on identical items at Hecht's often are less expensive. She thought Kmart was too dingy and that Caldor was OK.
I still was not convinced it would make much difference if I bought sweat socks at Caldor or at one of its competitors. The woman finally did convince me that it's cheaper to buy big bags of dog food at Wal-Mart than at competing stores.
Wal-Mart, which opened at U.S. 29 and U.S. 40, joins the Chatham Mall's veteran Kmart and Caldor stores and the new Target store in the Long Gate Center to compete for Ellicott City's discount retail dollar.
They will bid for the same customers in a community that continues to grow.
In these store wars, prices -- and to a lesser degree service, selection and presentation -- are the main ammunition. Caldor, which is reorganizing under Chapter 11 bankruptcy, and Kmart made moves late last year to remain in the battle.
Kmart changed the layout of its 21-year-old Ellicott City store to create a new grocery section stocked with deli meats and cheeses, frozen food and other items such as milk. Caldor formed customer service teams to answer questions, but customers still may have to hunt for team members.
A retail consultant told Sun reporter Shanon D. Murray that Kmart and Caldor have one advantage -- established identity.
Their challenge will be to hold on to their market share with Target, one of the nation's fastest-growing retailers, and Wal-Mart, the world's largest retailer.
Competition for local dollars could benefit consumers, in lower prices and better service if not in variety of merchandise. Squeezed out of this picture may be small, service-oriented merchants, although shops along Main Street are quirky and specialized enough not to lose customers.
At Wal-Mart's grand-opening, it was clear that Store No. 2417 was virtually identical to the chain's other locations.
Anyone driven there while blindfolded would not be able to distinguish the 125,000-square-foot Ellicott City store from the one in Catonsville. There was a greeter at the door and the customer service desk to the right, adjacent to the McDonald's.
Of course it was dressed up for the grand-opening, with orange juice, danish and muffins for its first customers.
'Welcome Elliott City'
Two sheet cakes waited to be cut, one of them showing that the store is not yet familiar with its community. The message read: "Welcome Elliott City."
Employees wearing blue vests, aprons and smocks gathered around the manager and district manager for a pep talk. As Wal-Mart District Manager Ken Smith spoke, it was clear that he didn't find much difference among the big-box discount stores, either. He told the employees that they would compete against other large stores in Howard County.
"They all have the same type of merchandise, the same type of items," Mr. Smith said, sounding like a football coach. "But the kind of service you give will make you stand out."
Service also is supposed to be Target's strong suit. The Long Gate Target store has its own language. Drawing on advice from the Disney Co., the retailer refers to its customers as "guests," and calls its sales people "team members."
Working behind a desk in the office, team member Veronica begins every announcement over the speaker system with, "Attention Target team members " in a crisp, clear voice. In front of her a sign over the digital employee time clock rallies the troops with the message: "Great teams begin with you." Another message hangs over a mirror: "Are you ready to be on stage?" it inquires.
"There are two things Target has always stood for -- guest services and always taking care of team members," said Jean Caufriez, who would be the manager at most operations like this but is called the team leader at Target Store No. 1042. He is dressed the same as other employees with a red shirt and a name tag that does not reveal the fact that he runs the operation. He knows that he is locked in competition with the other area discount stores, but says there is room in the market for all four retailers.
Perhaps there is enough room in Ellicott City for all of them, even if they may seem as similar as maroon is to burgundy. They pose challenges for one another -- and at least the appearance of choice for consumers.
Norris West is The Sun's editorial writer in Howard County.
Pub Date: 5/25/97
