Wal-Mart has won multiple marketing objectives with one stroke of genius.  For the under-banked in our society, many of whom are Wal-mart customers, the chain is offering tax refunds in cash at its stores.  One can go to the store, get taxes done and receive refund without a check or direct deposit, neither of which are convenient for the under-banked.  Wal-Mart hopes that some of the cash refund will remain in the store as customers shop with their refund money.  But, even if they don’t, the chain has demonstrated a close understanding of customers needs and has taken a step to meet them.  That alone makes this a great idea.  It’s public relations at its best.

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