I'm finding it difficult to understand why Wal-Mart execs in West Plains, Mo., believed it was wise to fire their brain-damaged employee of 20 years who was known and loved for the sincere hugs of hope he routinely gave customers.
I'm far from alone in wondering how and why popular Frank Swanson, 52, could be canned for "excessive price-matching" just 20 days shy of his 20th anniversary with Wal-Mart, which would have made him eligible for a lifetime discount card.
Price-matching is the policy Wal-Mart has nationwide of matching the lowest prices of its competitors on the same items. Apparently, Frank was a tad too accommodating when he allowed a shopper to purchase a jug of tea for about 50 cents less than the store price, since Frank had seen another area market's lower price advertised.
The rub for Wal-Mart was that shopper didn't physically have the published ad Frank referenced to prove the lowest price. It wasn't the first time Frank had been so accommodating to customers when it came to following policies for price-matching, the store contends.
From what I gather, the tallish man with bushy dark hair and a ready smile, who was badly brain-damaged as a child, never was dishonest or misleading about money he'd saved grateful shoppers.
Locally, Frank was most revered for the hugs handed out to customers. The congenial fella just enjoyed hugging others because it made both of them feel good, even hopeful, at a time when so much nastiness circulates among us.
Frank was even known to use his own money to help pay the bill for a customer, and bought a child's birthday cake once when the parents came up short.
Frank's brother Drexel said he was partially paralyzed on one side and in a coma for weeks after falling from the bed of a truck in eighth grade. When he regained consciousness, Drexel said Frank became remarkably kind and compassionate toward everyone he met, hence his propensity for hugs and the compliments he routinely paid customers.
A spokesperson for Wal-Mart said firing Frank wasn't about his propensity to hug customers. "Letting an associate go is never easy, " he said. "For this associate, point-of-sale policies had not been followed in some instances. A recent violation of those policies moved the associate to the final step of our discipline process, resulting in his dismissal. ... Part of being a cashier is making sure customers are paying for their merchandise before they leave the store. In many instances, this was not happening, so Frank Swanson was let go."
But Frank and his supporters insist he never intentionally allowed a customer to leave Wal-Mart without paying. He was, however, diligent to always stay current with what Wal-Mart's competitors were charging. In the matter of that iced tea, it turns out Frank did track down the specific advertisement charging 50 cents less after being canned.
Well, Wal-Mart, I believe you folks made an serious error in judgment here that's already cost you far more than 50 cents' worth of negative public relations.
Upwards of a thousand West Plains residents showed up at a peaceful "Hugs for Frank" rally in the West Plains Wal-Mart lot a week ago. TV stations interviewed Frank and Drexel. Many wore T-shirts and carried supportive signs touting Frank's kindness and famous embraces.
That's not to mention the thousands upon thousands of online views and attention his firing has drawn.
I believe this heated tempest over what goes in a teapot (sorry) needlessly amplified an image of Wal-Mart as a heartless bully. Sorry, boardroom brass in Bentonville. But that's the truth. To both the public and Wal-Martians nationwide, your actions toward Frank came across as puredee callous, petty and ugly.
As for Frank, well, he's naturally feeling overwhelmed by the unexpected tidal wave of support. Various contributions to local nonprofit agencies have been made in Frank's name all over West Plains. His sister, Babette Marsh, told me cards are being handed out that read "You've Been Franked" in association with many individual acts of charity and good will. Some are leaving pizzas on front doorsteps along with these cards, she said.
"People in West Plains are buying food for those behind them in fast-food lines with Frank's message," Marsh continued. "Everywhere, in lots of ways, people are paying kind things forward as hugs from Frank. It's been remarkable to see."
Frank was slated to start as a cashier for one of Wal-Mart's West Plains food rivals, Ramey Supermarket, two days ago. He posed with a couple of business-savvy Ramey managers who'd snatched him up almost immediately and posed for an ad to announce friendly, hugging Frank Swanson's new job behind their registers.
What's that they say about any organization being only as good as the goodness of its employees?
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Mike Masterson's column appears regularly in the Arkansas Democrat-Gazette. Email him at mmasterson@arkansasonline.com.
Editorial on 04/16/2016