"We are now designing Wal-Mart stores to reflect the uniquecharacteristics of the market we're entering," said John B. Menzer,vice chairman of US operations.

The product mix and interior design will be tailored to fiveshopper categories: suburban affluent, rural, boomers,urban/multicultural and Hispanic. A Plano, TX test store forhigher-income shoppers, which has an extensive wine collection andcutting-edge electronics, has a gross profit per square foot 24%higher than others in the area. A unit in Evergreen Park, IL,remerchandised to appeal to a multicultural market, has sales 25%higher than other units in the area. A plan for rolling out theprogram to other stores will be set next year.

Store exteriors, however, already are being geared to theirmarket. A unit in Pella, IA will boast Dutch-style gables andstucco. The first Wal-Mart within Chicago city limits, opening thisfall, will boast the chain's first observation tower.