“I’ve been watching Walmart since 1968, they only came into existence in 62, they’ve done the same thing to the rest of retail,” says Jan Kniffen of J. Rogers Kniffen Worldwide. “They kept making a new step every time and the rest of retail had to follow and they won the game, they got all the market share. They can’t let Amazon out Walmart Walmart (when it comes to free one-day shipping). Walmart will fight this battle to the bitter end.”

Jan Kniffen, CEO of J Rogers Kniffen World Wide, discusses Walmart’s likely reaction to Amazon’s free one-day shipping announcement in an interview on CNBC:

Walmart Tweets One-Day Free Shipping…Without a Membership Fee

Walmart is going to get to same-day delivery and so is Amazon. They’re just making the steps down. I would have come out with that tweet because they can say we’ll give it to you maybe same-day and no membership fee. They’ve been tit for tat for with Amazon right along. I think that Walmart with its 4,500 stores that are many distribution centers can keep up with Amazon on delivery. Can anybody else? Maybe not, but those two certainly can.

Walmart can do same day and they should do it. The real question is what’s the cost to them to do this and what’s the cost to Amazon? They’ve already told us, it’s hundreds of millions of dollars. But what’s the cost to everyone else? Because market shares are what it costs everyone else. Walmart’s got to do this if Amazon does. They can’t give Amazon market share just because their deliveries are not as fast. But can anyone else keep up and pay the price that it takes to be able to do it? It’s really hard to imagine other people can. Amazon and Walmart both can.

Walmart Can’t Let Amazon Out Walmart Walmart

If you’re the investor I’m sure you’re going I don’t want this to happen. If you’re Walmart you’re saying I don’t really have a choice if Amazon does this I have to be competitive. Amazon caused Walmart or Walmart’s competitive nature caused it to spend a fortune over these last five years to be competitive with Amazon. When Doug (McMillon) came out and talked about it the stock went down a lot. Now it’s all come back and it’s all paid off and Walmart’s winning the game versus all of the other retailers. They’ve got to continue to do that.

I’ve been watching Walmart since 1968, they only came into existence in 62, they’ve done the same thing to the rest of retail. They kept making a new step every time and the rest of retail had to follow and they won the game, they got all the market share. They can’t let Amazon out Walmart Walmart. Walmart will fight this battle to the bitter end. The question is do you still want to own the stock? My answer is yes you do just like you still want to own Amazon stock. These two win the game.

Target is the Third Man Out in This Three-Horse Race

I’m not pushing Target. I think Target is the third man out in this three-horse race. Target has done a great job. They’re a much better retailer than they were three or four years ago. They were the best retailer in the country in 2006. Now we’ve reached the point where it is sort of a three horse race and I just don’t see how they continue to win the game.

I understand the call (by Barclays) and they are doing a much better job in apparel than they’ve done in years. But they’ve still got to fight this battle on things like same-day delivery with Walmart and Amazon. I don’t see how they win.