A human face on a big-box store

Wal-Mart Stores Inc. is turning to customers for help in expanding its business in New England.

Over the last month, the retail giant has set up tables at many of its stores and invited customers to sign up for a New England Customer Action Network. The group is a sort of Wal-Mart defense league that can be tapped if the retailer faces local opposition to its expansion plans.

"If government officials try to limit your shopping choices, or prevent Wal-Mart from opening new stores or improving existing stores, Customer Action Network members can help by standing up for their rights," said one flier. Company officials say more than 26,000 customers have signed up so far, 7,500 of them in Massachusetts.

Marcus Lewis of Lancaster says he jumped at the chance to help Wal-Mart. Lewis, who runs a tennis center and day camp, said he saves an enormous amount of money buying tennis balls and other equipment at Wal-Mart. He said it's time for the "happy majority" of satisfied customers to stand up to the "vociferous minority" that battles against Wal-Mart whenever it tries to build a new store or ex pand an existing one.

"This is an attempt to demonstrate the company is not a machine, that real people are behind it," he said.

Wal-Mart, the nation's number one retailer, always seems to be under attack. Unions criticize it for paying low wages, providing poor health benefits, and contributing to job losses by buying so many items overseas. Community organizers say the chain's enormous stores are ugly, drive smaller competitors out of business, and increase traffic congestion. Environmentalists say stores that Wal-Mart abandons as it builds even bigger ones are a blight on the countryside.

The New England Customer Action Network is modeled after the California Customer Action Network, launched four years ago. The New England has a website (walmartnewenglandcan.com), and a quarterly newsletter is in the works that will offer shopping tips, invitations to special in-store events, and news about Wal-Mart.

Members provide Wal-Mart with their phone number, street address, and e-mail address so they can be mobilized quickly. That hasn't happened yet, but the website says network members may be called upon for petition drives, letter-writing campaigns, testifying at public hearings, or just voting on election day.

Denise Ferrington of Chicopee says she joined the Customer Action Network primarily because she expects to get tipped off to secret sales. But she says she would help out if Wal-Mart needed support. "I like everything about Wal-Mart," Ferrington said.

Wal-Mart, based in Bentonville, Ark., is counting on customers to help get its message out. The retailer operates 154 Wal-Mart and Sam's Club stores in New England, including 48 in Massachusetts. Company officials declined to detail expansion plans in the region, but they make no secret of the fact that they'd like to have more stores here, particularly in the Greater Boston area within Route 495.

One roadblock is Al Norman. The Greenfield resident is best known as the coordinator of grass-roots opposition to Wal-Marts and other big box retailers across the country. He is the author of two anti-Wal-Mart books and the driving force behind the website Sprawl-busters.com. Norman opposes big box retailers because he says their massive stores contribute to suburban sprawl, disrupt small town life, and have an adverse impact on the economy.

Norman says organized efforts against Wal-Mart by ordinary folks can work. Wal-Mart said earlier this month that it was scaling back its expansion plans in the United States, from 280 new stores a year to slightly less than 200. Wal-Mart officials say slowing sales triggered the reduction, but Norman says grass-roots opposition to new stores is partly responsible.

Norman estimates 46 Wal-Mart projects were blocked in 2006 and says the approval process for new stores has slowed considerably. "What used to be a three-month process is now a three-year process," he said.

Norman doesn't think New England Customer Action Network will make much of a difference. "Their supporters like cheap underwear, but they're not likely to come away from the TV set long enough to lobby for it," he said.

Christopher N. Buchanan, senior manager for public affairs at Wal-Mart, says opposition from Norman has not slowed Wal-Mart. "To be blunt, Mr. Norman continues to oppose Wal-Mart to benefit and line his own pocket with fees from residents and other special interest groups who wish to speak out against us for whatever reason," Buchanan said. "He is merely an obstructionist to helping people save money so they can live better."

Buchanan says Wal-Mart saves the typical American family $2,500 a year and is a huge contributor to the local economy, employing 11,420 people in Massachusetts who earn on average nearly $12 an hour.

Norman denies he is hustling consumer groups. He said 90 percent of the time he spends on anti-Wal-Mart organizing is given away for free.

"Hour for hour, I could make more money being a greeter at Wal-Mart," he said.

Bruce Mohl can be reached at mohl@globe.com.