18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

gTLDFull Legal NameDetail
.GROCERYWal-Mart Stores, Inc.View

A. Background of Wal-Mart Stores, Inc.

Founded in 1962, Wal-Mart Stores, Inc. (“Walmart”) services customers and members more than 200 million times per week at more than 10,130 retail units under 69 different banners in 27 countries. With fiscal year 2012 sales of approximately $444 billion, Walmart employs more than 2 million associates worldwide. Walmart is a leader in sustainability, corporate philanthropy and employment opportunity.

Walmart operates retail stores in various formats around the world and is committed to saving people money so they can live better. Walmart earns the trust of its customers every day by providing a broad assortment of quality merchandise and services at everyday low prices (ʺEDLPʺ), while fostering a culture that rewards and embraces mutual respect, integrity and diversity. EDLP is Walmartʹs pricing philosophy under which it prices items at a low price everyday so its customers trust that Walmartʹs prices will not change under frequent promotional activities. Working with suppliers, Walmart offers the most relevant, broadest assortment possible across all categories.

Walmartʹs focus for its Samʹs Club membership-only retail warehouse club is to provide exceptional value on brand name and private label merchandise at ʺmembers onlyʺ prices for both business and personal use. Internationally, Walmart operates with similar philosophies. Walmart is engaged in the operation of: retail stores located throughout the United States; wholly-owned subsidiaries in Argentina, Brazil, Canada, China, Japan and the United Kingdom; majority-owned subsidiaries in Chile, Mexico, 12 countries in Africa, and 5 countries in Central America; and joint ventures in India and China and other controlled subsidiaries in China.

Walmart customers want expanded offerings in produce, meat and bakery, and Walmart added more than 100 new fresh items last year, with many more coming this year. Health and wellness is becoming more important to Walmart customers, and Walmart is responding by adding services to pharmacies, such as free monthly health screenings and hearing centers. Additionally, Walmart continues to add exciting brands in key categories, including apparel, jewelry, technology and entertainment. Walmart has also stepped up technology offerings, from free wireless networks in the clubs, to a more robust eCommerce site and the Sam’s Club smart phone application. Sam’s Club Plus Members can now access their personalized eValues through a kiosk in the club, the Sam’s Club smart phone application, or online.

Walmart’s culture is at the heart of how it operates its business. The core beliefs that Sam Walton established – respect for the individual, service to our customers and striving for excellence – drive Walmart to help customers and communities live better. Walmart has an enormous responsibility to lead on issues that make a difference for associates and communities. Several key pillars define this commitment: economic opportunity, sustainability, responsible sourcing, healthy living and community involvement.

Walmart recruits and develops the best talent around the globe and develops an engaged workforce by providing all associates with opportunities to learn, grow and advance. Since October 2005, when Walmart’s sustainability program was launched, Walmart’s focus has been on three goals: be supplied 100 percent by renewable energy, create zero waste, and sell products that sustain people and the environment. Sustainability is now ingrained in Walmart’s business strategy, and Walmart has broadened and deepened this commitment.

Walmart values the trust customers place in us to provide them with safe and sustainable choices, and Walmart strives to be a leader in responsible sourcing and product compliance. Walmart made a global commitment to sustainable agriculture to help both farmers and customers in all of our markets. Walmart also kicked off a new initiative in the United States to make the food we sell healthier and healthier foods more affordable for customers. Walmart is also proud of the bold commitment we made last year to end hunger in America. Through financial contributions, in-kind donations and volunteerism, Walmart supports local communities everywhere we operate. The Walmart Foundation supports causes and efforts around the world, from alleviating hunger to disaster relief. Leading on social issues is now a key strategy in building the Next Generation Walmart, and we are using our size and scale to make a difference for customers and our world.

B. The Mission⁄Purpose of the .GROCERY gTLD

Walmart is the world’s largest grocer and is seeking approval for the .GROCERY gTLD in furtherance of Walmart’s core goal of providing a broad assortment of quality merchandise and services at everyday low prices. Walmart’s proposed .GROCERY gTLD will be a cornerstone of Walmart’s future online strategic initiatives by providing a trusted, hierarchical, and intuitive namespace for consumers of Walmart’s products and services. The .GROCERY gTLD registry will be wholly owned and operated by Walmart as a “single-enterprise” TLD.

Over the past decade, ICANN has approved 15 new gTLDs that have historically been classified as either generic (.INFO, .BIZ, .NAME, etc.) or sponsored (.ASIA, .COOP, .TRAVEL, .JOBS, etc.). It is anticipated that in the current new gTLD application round, many corporations will take the opportunity to register their brands as “single-enterprise” or “.BRAND” gTLDs. This is a new approach to the operation of a gTLD in which the business relies on three important distinctions between it and the gTLDs that were approved in the 2001 and 2004 TLD expansion rounds.

First, there are presently approximately ten small gTLDs, each with fewer than 300,000 registrations, and each offering clear models of successful operation that can be followed by new gTLDs; second, experienced technical back-end suppliers (i.e., SRS⁄DNS services) are already engaged by Walmart; and third, with single-enterprise gTLDs, registry operations will be fully supported by established and financially sound companies such as Walmart that will operate the gTLDs in conjunction with their primary businesses. Walmart’s plans for the .GROCERY gTLD remove the risk and uncertainty of prior gTLDs by relying on the aforementioned three defining factors.

Walmart will operate the .GROCERY gTLD in a manner similar to many of the small gTLDs now in operation—with the distinction that Walmart does not intend to create a public registration market for sale of second level .GROCERY domain names. A shared principle feature of such existing small gTLD operations is reliance on trusted back-end suppliers. Walmart will rely on outsourcing all SRS, DNS, DNSSEC, WHOIS, Data Escrow, and registrar support operations to well-established technical service providers. Walmart will also take advantage of its existing sophisticated corporate departments to interface with outside vendors on technical, legal, accounting, marketing, communications, and compliance issues associated with the .GROCERY gTLD.

Similar gTLD applications: (0)

gTLDFull Legal NameDetail