Wal-Mart's boss to savings-conscious shoppers: We're worth the drive

Wal-Mart Stores (WMT) has spent years painting itself as a greener big box store. Now it's got a new pitch: We're so cheap, you won't mind burning more gas to get here.

In today's quarterly earnings conference, Wal-Mart CEO Mike Duke shared his experience with a random consumer. Her income is down 40 percent, she's scrimping and having to say no to her three children, and she didn't shop at Wal-Mart because it was a farther drive than other stores.