On Walmart’s most recent earnings call, executives described a value proposition so powerful it literally altered store architecture. “We reduced our incredible, very big lot box of croissants that are fresh-baked in club by $1, from $5.98 to $4.98, and the volume doubled,” said Chris Nicholas, President and CEO of Walmart’s Sam’s Club division. “We had to remove the shelf that we put them on because the volume that we were selling was so huge.” It's just a pastry anecdote, sure, but the larger story isn ...