Customer safety, store security, and most prevalently, unbridled consumerism, were some of the rational concerns that appeared in the media post Wal-Mart’s Black Friday tragedy.

Although a majority of the stories focused on the human aspects of the disaster – the AP reported shoppers behaving like “savages” – Wal-Mart has not been without its critics:

“Time for the families of these victims to SUE WAL-MART to the fullest extent of the law. SUE them - for having these sales and NOT CONTROLLING THE CROWDS ON THEIR PROPERTY, which causes DEATH for an innocent victim.”
- aleablog.com 11.25.2008

Welcome to Death Mart
- dailyrevolution.net 11.28.2008

“Nothing in that store was worth the life of an employee, and yet stores like Wal-Mart want to create fervor about their sales to boost their bottom lines and please their stockholders”
- worldofelle.blogspot.com 11.29.2008

Liability aside, Wal-Mart faces a challenge to its reputation. As a leader in the retail industry, consumers will expect them to present a resolution to any perceived problems surrounding Black Friday sales promotions. In order to recoup and maintain reputation, the retailer, and others alike, will need to demonstrate that they have addressed rational concerns with physical proofs, whether it’s heightened holiday security, less emphasis on “deep discounts”, or longer sales events.

Physical proofs will also need to be coupled with tireless communications that address the underlying concerns of this inevitably perennial issue. evolve24 risk metrics – a measurement of the psychological drivers that underscore communications - reveal that messages about the event contain high frequencies of anxiety and a sense of powerlessness. Wal-Mart’s communications will need to allay consumer anxieties and demonstrate that they have control over a seemingly uncontrollable situation.

Aligning physical proofs with messaging that addresses underlying concerns will be integral to Wal-Mart’s reputation strategy, especially when next year’s holiday season nears. As noted, other retailers will also need to take heed and demonstrate that they are in front of this issue using a similar strategy, because, as we know, these issues do not dissipate from the popular consciousness quickly.