Kmart has been around as long as I can remember. My memories of it go farther back than other big discount department stores like Walmart and Target. But over the years it seems like Kmart has struggled to keep pace with their two main competitors. They appear as a distant third in a very competitive market.
I remember when the Kmart on 13th in Fargo closed many years ago. At that time the company was really struggling. I thought then that the end was near for the entire Kmart operation. They seemed like they had become a store for grandmas and grandpas – a dinosaur that managed to hobble along from the days when I was a kid (yes – prehistoric times).
Fast forward to 2013 and Kmart is still in the game. They have Sears in the mix now and have made efforts to shore up their market share – particularly online. They remain a distant third in the discount department store race, but their extinction no longer appears to be a forgone conclusion.
Increasingly, Kmart has been striving for relevancy with a younger and hipper audience and it is evident in both its merchandising and its marketing campaigns. Kmart has garnered the clothing lines of big name performers such as Sofia Vergara, Selena Gomez, Nicki Minaj, and Adam Levine. Additionally, they have ratcheted up their marketing campaign from a 2 to a 10 with a series of clever commercials that have folks talking.
Regular readers know that there are few things I love more than a great marketing campaign. It takes an awful lot to catch America’s attention even for 30 seconds, so I must applaud those who do it well. Tonight I applaud Kmart for their success on this front.
Watch the commercials I have linked here and see how Kmart has used humor and other things to capture viewers attention. Things are changing at Kmart. It certainly isn’t your grandma’s Kmart any longer. Good for Kmart – reinvention can be good for the bottom line. I look forward to seeing what comes next from Kmart. I hope it makes me laugh and smile as much as their most recent ads.
Ship your Pants – http://www.youtube.com/watch?v=I03UmJbK0lA
Jingle Bells – http://www.youtube.com/watch?v=9PVhIMr4ScI
Pharmacy – http://www.youtube.com/watch?v=s8DV1-gfXjw
Day one thousand two hundred and thirty-five of the new forty – obla di obla da