Kmart Marketing Strategy 2024: A Case Study

Kmart, the third largest store chain in the United States, has continuously made notable strides despite facing various challenges throughout its history. With approximately 1500 stores and its online counterpart,, Kmart has established itself as a trusted provider of quality products at affordable prices.

Since its founding in 1899 by Sebastian Kresge, with the opening of the first Kmart store in Detroit, the company has expanded rapidly, operating 84 stores within thirteen years. Today, Kmart offers a diverse range of merchandise, including consumer electronics, toys, garden equipment, food products, apparel, and seasonal items, making it a one-stop shopping destination for customers.

Kmart’s marketing strategy for 2024 revolves around several key aspects. Market research and effective target audience segmentation enable Kmart to tailor its marketing campaigns to meet the specific needs and preferences of its customers. Additionally, the company employs a comprehensive competitive analysis to identify opportunities for differentiation and stay ahead in the highly competitive retail industry.

Furthermore, Kmart is implementing an omni-channel marketing approach to enhance customer engagement. By seamlessly integrating its physical and online presence, Kmart aims to provide a seamless shopping experience that caters to the evolving preferences of today’s consumers.

Key Takeaways:

  • Kmart is the third largest store chain in the United States.
  • The company operates around 1500 stores and an online store.
  • Kmart’s marketing strategy emphasizes market research and target audience segmentation.
  • An omni-channel marketing approach is being implemented to enhance customer engagement.
  • Competitive analysis is conducted to identify differentiation opportunities.

Background of Kmart

Kmart, founded in 1899, is a retail chain known for its affordable prices and wide range of products. With approximately 1500 stores and an online presence, Kmart has established itself as a discount store chain offering quality goods to its customers. Despite facing competition from industry giants like Walmart and Target, Kmart has strategically positioned itself in the market to attract value-conscious consumers.

In its early years, Kmart’s parent company, S.S. Kresge Company, experienced significant growth. In 1912, the company expanded to 85 stores with annual sales exceeding $10 million. By 1966, S.S. Kresge Company achieved over $1 billion in sales with 162 Kmart stores and 753 Kresge stores. In 1991, Kmart introduced the concept of “Big Kmart,” marking a complete redesign of its stores. This move allowed Kmart to modernize its brand image and cater to evolving consumer preferences.

Throughout its history, Kmart has implemented various marketing strategies to differentiate itself in the retail industry. Kmart’s retail marketing trends include employing the “everyday low prices” (EDLP) model, offering a small range of products at affordable prices. This approach has resonated with cost-conscious customers, allowing Kmart to maintain its competitive edge.

Market research plays a crucial role in Kmart’s marketing strategy. The company continually conducts research to gain insights into consumer preferences, drawing inspiration from international designers and incorporating feedback from fans and influencers. This agile approach enables Kmart to stay attuned to market trends and meet the changing needs of its customers.

In contrast to competitors like Target, Kmart’s EDLP model has been instrumental in its success. While periodic sales may drive traffic for other retailers, Kmart’s consistent low pricing strategy has resonated well with its target audience. This positioning has helped Kmart maintain a loyal customer base and sustain its market presence.

Recent market developments have presented new opportunities for Kmart’s growth. As part of its expansion plans, Wesfarmers, Kmart’s parent company, has explored options to merge Target stores with Kmart or differentiate their offerings to complement Kmart’s range. By focusing on quality and style while strategically reducing the number of Target stores, this approach aims to enhance Kmart’s market position and align its brand with evolving consumer demands.

As Kmart continues to evolve its brand positioning and adapt to changing market dynamics, the company remains committed to providing affordable products, delivering value to its customers, and remaining a prominent player in the retail industry.

Market Segmentation

Kmart’s marketing strategy revolves around effective market segmentation, allowing the brand to target a diverse range of customers. By understanding the unique needs and preferences of different consumer segments, Kmart can tailor its offerings and marketing efforts to resonate with each group.

One of the key segments that Kmart caters to is price-conscious customers seeking affordable products. With its transition to an “everyday low prices” (EDLP) model, Kmart has positioned itself as a value-driven retailer, offering customers competitive pricing without the need for frequent sales promotions. This approach has allowed Kmart to effectively differentiate itself from mid-market competitors and capture the attention of budget-conscious consumers.

In addition to targeting price-conscious shoppers, Kmart also focuses on families as a significant segment of its customer base. By offering a wide range of products that meet the needs of families, from clothing and home goods to toys and electronics, Kmart positions itself as a one-stop shop for families seeking convenience and affordability.

Furthermore, Kmart recognizes the segment of bargain hunters who are always on the lookout for great deals and discounts. By strategically implementing sales promotions and offering exclusive deals, Kmart attracts this segment of customers who actively seek out savings and value for their purchases.

It’s worth noting that Kmart’s market segmentation strategy goes beyond demographic factors. The brand also considers psychographic and behavioral aspects, collecting insights from continual market research, collaborating with international designers, and actively engaging with its fanbase and influencers. This approach allows Kmart to stay relevant and responsive to the evolving needs and preferences of its target segments.

Kmart’s market segmentation strategy has proven to be successful, as evidenced by its growth and profitability. By understanding the diverse segments within its target market and tailoring its offerings and messaging accordingly, Kmart continues to attract and retain a loyal customer base.

Competitive Analysis

Despite being a pioneer in the discount store movement, Kmart currently ranks third behind Walmart and Target. Conducting a Kmart competitive analysis allows the company to assess its position in the market and develop strategies to gain a competitive advantage.

Kmart has implemented several key strategies to compete with its rivals:

  • Permanent low-pricing model: Kmart shifted to a permanent low-pricing model, resulting in a significant increase in sales volume. By 2013, the company was selling 150 million more items per year compared to 2008.
  • Streamlined operations: To improve efficiency, Kmart reduced its product lines from 50,000 to approximately 12,000. This streamlining allowed the company to enhance customer satisfaction and boost sales.
  • Direct-sourcing model: By implementing a direct-sourcing model with manufacturers in countries like China, India, and Bangladesh, Kmart achieved cost savings and maintained low prices year-round.
  • Targeted marketing efforts: Kmart focused its marketing efforts on a specific audience, particularly women and mothers. The company’s catchy pop songs in TV commercials contributed to customer retention and strengthened its competitive advantage.
  • Strategic store positioning: With approximately 70% of Kmart stores located within a 10-mile radius of Walmart stores, Kmart benefits from the customer traffic generated by its rival, enhancing its sales potential.
  • Niche product offerings: Kmart’s strong presence in selling blank media products like CDs and DVDs not only increased foot traffic but also provided high margin opportunities, boosting the company’s profitability.
  • Aggressive discounting and promotions: By offering attractive deals and competitive pricing, Kmart maintains a competitive edge against its rivals, attracting customers and driving sales.

Kmart vs. Walmart and Target

While K-Mart and Target struggled to differentiate themselves from Walmart in the 1980s and 90s, Walmart focused on everyday low pricing, while Target emphasized higher quality products. Walmart’s strategy of building large stores in suburban areas allowed them to leverage lower property costs than urban centers, resulting in consistently lower operational overhead.

Company Founded Number of Stores Competitive Advantage
Kmart 1899 Approximately 1,150 off-mall stores Kmart pharmacy is ranked number one in customer satisfaction.
Walmart N/A Largest brick-and-mortar retailer in the U.S. Dominates competitors like Kmart and Target with everyday low pricing.
Target N/A Operates stores nationwide Emphasizes higher quality products and stylish designs.

Despite facing financial struggles and store closures, Kmart continues to compete with major players such as Whole Foods, Walmart, and Target Corporation. However, economic recessions pose a threat to Kmart’s business, as customers in these times may seek cheaper alternatives. Nevertheless, Kmart’s ongoing dedication to innovation and the recognition it has received through awards contribute to increasing its brand value.

Brand Positioning

Kmart’s brand positioning revolves around its commitment to providing customers with quality products at affordable prices. With a long-standing history of over 100 years, Kmart has established itself as a reliable and trusted brand in the retail industry.

One of the key factors that contributed to Kmart’s success in recent years was its shift to a permanent low-pricing model. By moving away from in-store sales and focusing on offering competitive prices, Kmart was able to attract a vast customer base. This transition led to selling 150 million more items per year by 2013 compared to 2008, showcasing the brand’s ability to meet consumer demands for affordable products.

Furthermore, Kmart implemented a direct-sourcing model, engaging directly with manufacturers in countries like China, India, and Bangladesh. This allowed the brand to achieve cost savings and offer products at lower prices without compromising on quality.

To streamline its operations, Kmart adopted Core Solutions’ CBX software platform for its Direct Sourcing System. The implementation of this system resulted in streamlined operations, reduced costs, and tripled volumes for the company.

Despite facing challenges and filing the single-largest retail bankruptcy protection petition, Kmart emerged stronger and more focused on its value proposition. The bankruptcy filing allowed the brand to save an estimated $250-350 million annually in unproductive operating expenses.

Today, Kmart remains a major player in the industry, generating $289 million EBIT by the end of 2014. As one of the top five largest retailers of lawn and garden products in America, Kmart continues to adapt and thrive in a constantly evolving market.

Through its brand positioning efforts, Kmart has solidified its position as a trusted destination for customers seeking affordable options across a wide range of product categories.

Digital Marketing Tactics

Kmart understands the power of digital marketing in today’s interconnected world. By embracing innovative strategies and leveraging various online channels, Kmart has been able to effectively reach its target audience and drive business growth.

One of Kmart’s key digital marketing tactics is its strong presence on social media platforms. The brand actively engages with its customers through platforms such as Facebook, Instagram, and Twitter, where it shares information about new products, promotions, and special offers. This not only helps to build brand recognition and loyalty but also allows Kmart to connect with its customers on a more personal level.

In addition to social media, email marketing plays an important role in Kmart’s digital marketing strategy. The brand utilizes targeted email campaigns to reach customers directly and deliver personalized content and offers. By segmenting their email list based on customer preferences, shopping habits, and demographics, Kmart ensures that their messages resonate with recipients and are more likely to drive engagement and conversions.

Furthermore, Kmart focuses on search engine optimization (SEO) to enhance its online visibility and attract organic traffic to its website. By optimizing its website content, meta tags, and product descriptions with relevant keywords, Kmart improves its search engine rankings and increases its chances of appearing in top search results. This allows the brand to capture the attention of potential customers who are actively searching for products or solutions that Kmart offers.

Kmart also understands the importance of integrating online and offline efforts to provide a seamless customer experience. The brand has strategically placed in-store kiosks that are connected to its live website, allowing customers to browse and buy products online even while shopping in-store. Additionally, Kmart utilizes Sunday paper inserts to reach a wide audience and drive traffic to its website.

With its digital marketing tactics, Kmart has successfully expanded its reach, engaged with its target audience, and increased its online sales. By staying on top of the latest digital trends and continuously refining its strategies, Kmart continues to grow its brand presence and remain competitive in the ever-evolving retail landscape.

Advertising Campaigns

Kmart, known for its strategic marketing initiatives, has successfully implemented a series of impactful advertising campaigns to engage its target audience and showcase its value-driven offerings. These campaigns have played a crucial role in propelling Kmart from the brink of bankruptcy to becoming one of the most profitable retailers in Australia [3].

One of Kmart’s notable advertising campaigns is the February Living range. To promote this range, Kmart developed a dynamic 26-page digital lookbook, capturing the essence of three accessible aesthetics: Timeless, Natural, and Urban. Through a captivating blend of PR, social media, digital display, YouTube, radio, e-commerce website, and in-store visual merchandising, Kmart ensures that its Living range reaches its target consumers through various platforms [11].

With a dedicated marketing team consisting of Campaign Leads, Creative Lead, Studio Team, Living Merchandise Team, Online, Visual Merchandise, and PR Team, Kmart ensures seamless execution of its advertising campaigns [11]. These teams collaborate to create compelling narratives, visually appealing content, and targeted messaging that resonate with Kmart’s diverse customer base.

Kmart’s latest advertising campaign officially launched on August 28th, attracting the attention of consumers with its strategic investment in above-the-line channels. The marketing spend was primarily allocated to screens, followed by out-of-home and radio advertisements, allowing Kmart to reach a wide audience [13].

Additionally, Kmart recognized the growing influence of social media and strategically invested more in platforms like Pinterest, Snapchat, and TikTok. This approach allowed Kmart to effectively engage with its target audience and amplify brand awareness through the power of user-generated content and viral trends [14].

By understanding the challenging market landscape characterized by low consumer confidence, rising inflation, and increasing price competition, Kmart launched its campaign with a key message centered around ‘low prices for life.’ This message resonates with consumers, assuring them that Kmart is committed to providing affordable options without compromising on quality [18].

With a pay mail subscriber group of over 2.5 million customers, Kmart ensures effective communication and personalized promotions for its loyal customer base. This subscriber network allows Kmart to nurture customer relationships and keep them informed about the latest offers and campaigns [21].

Under the leadership of Freer, Kmart’s head of marketing, the brand aims to focus on promoting its apparel range and launching an app, further enhancing the customer experience. Kmart is also keen on improving convenience through services like click-and-collect, making it easier for customers to shop with confidence [28].

As Black Friday approaches, Kmart is gearing up for its fourth year of participation, leveraging this significant sales event to attract customers with enticing offers. Additionally, Kmart will also celebrate 35 years of the Kmart Wishing Tree appeal in the lead-up to Christmas, exemplifying the brand’s commitment to philanthropy and community engagement [29].

Looking ahead, Kmart’s advertising campaigns will continue to evolve and play a crucial role in the brand’s future positioning. With its strategic approach to storytelling, engaging visuals, and strong value proposition, Kmart aims to maintain its position as a leading retailer in the market [30].

Kmart’s Advertising Campaigns Overview:

Campaign Launch Date Platforms Investment Allocation
February Living range August 28th PR, social media, digital display, YouTube, radio, e-commerce website, in-store visual merchandising Screens, out-of-home, radio

Promotional Strategies

Kmart has implemented a range of promotional strategies to drive sales and maintain customer engagement. These strategies align with the brand’s focus on affordability, simplicity, and operational excellence. By leveraging these strategies, Kmart has successfully positioned itself as a popular and customer-centric retailer in the highly competitive market.

Discounts and Sales Events

Kmart understands the importance of offering attractive discounts to shoppers. The average single sale price at Kmart is only $7, with a low number of items priced above $10. This strategy not only highlights the brand’s commitment to affordability but also encourages customers to make impulse purchases. Additionally, Kmart hosts regular sales events to create a sense of urgency and excitement, driving foot traffic to their stores and boosting sales.

Loyalty Programs

Kmart recognizes the value of customer loyalty and has implemented a loyalty program to reward frequent shoppers. Through this program, customers earn points for every purchase, which can be redeemed for future discounts or special offers. By incentivizing customer loyalty, Kmart encourages repeat purchases and strengthens its relationship with its customer base.

Time-Limited Promotions

To create a sense of urgency and drive immediate sales, Kmart often implements time-limited promotions. These promotions may include limited-time discounts or exclusive offers that are only available for a short period. By leveraging the fear of missing out (FOMO), Kmart effectively draws customers to their stores and boosts sales during these promotional periods.

Word-of-Mouth Marketing

Kmart’s promotional strategies are not solely reliant on traditional advertising methods. Word-of-mouth marketing plays a significant role in promoting the brand’s offerings and attracting new customers. Kmart’s commitment to price consistency, affordability, and operational excellence has led to a higher level of customer satisfaction, encouraging customers to share their positive experiences with friends and family.

Online Presence and Brick-and-Mortar Relevance

While Kmart recognizes the growing popularity of online shopping, the brand understands the importance of maintaining a strong brick-and-mortar presence. Approximately 60-70% of Kmart shoppers browse products online but prefer to make their purchases in-store. This highlights the continued relevance of physical stores and provides Kmart with the opportunity to provide personalized customer service while offering convenience and affordability.

In summary, Kmart’s promotional strategies, including discounts, sales events, loyalty programs, time-limited promotions, and word-of-mouth marketing, have contributed significantly to the brand’s success. By combining these strategies with a seamless online and brick-and-mortar shopping experience, Kmart has positioned itself as a customer-centric retailer and achieved substantial growth in the retail market.

Innovations in Marketing

Kmart Australia, known for its strategic approach to marketing, has continuously embraced innovative promotional methods to maintain its competitive edge in the industry. By leveraging emerging trends and consumer insights, Kmart has successfully attracted and engaged its target audience, driving brand loyalty and revenue growth.

Partnerships with Influencers and Celebrities

Recognizing the power of influencer marketing, Kmart has collaborated with popular social media influencers and celebrities to promote its products and create buzz. These partnerships have allowed Kmart to tap into new audiences and build credibility through authentic endorsements, further enhancing its market position.

Interactive In-Store Experiences

Understanding that customers seek more than just products, Kmart has incorporated interactive experiences within its physical stores. From augmented reality displays to interactive product demonstrations, these immersive experiences captivate consumers and provide an engaging shopping journey that goes beyond transactional interactions.

Collaborations with Other Brands

Kmart has also harnessed the power of collaborations by partnering with other brands to create exclusive collections or limited-edition products. These collaborations serve to create excitement, generate buzz, and position Kmart as a trendsetter in the market. By aligning with relevant and popular brands, Kmart has successfully attracted a wider range of customers and increased brand visibility.

By staying at the forefront of marketing innovations, Kmart continues to captivate its audience and build a strong brand presence. Through strategic partnerships, interactive experiences, and brand collaborations, Kmart remains an industry leader, setting new benchmarks for innovative marketing methods.

Kmart’s Marketing Innovations Impact
Partnerships with influencers and celebrities Expanded reach and enhanced brand credibility
Interactive in-store experiences Engaged customers and created memorable shopping experiences
Collaborations with other brands Increased brand visibility and attracted new customers

Future Outlook

As Kmart looks ahead to the future, the company is committed to refining its marketing strategy to maintain its competitive edge in the dynamic retail industry. With a focus on innovation and adaptation, Kmart aims to capitalize on emerging trends and consumer preferences to enhance its market position.

One of the primary areas of focus for Kmart is technology-driven initiatives. Recognizing the significance of digital transformation, the company will continue to strengthen its digital presence and expand its online offerings. By embracing e-commerce growth, Kmart seeks to reach a wider customer base and tap into the rapidly expanding online retail market.

In line with the shift towards omnichannel experiences, Kmart intends to provide a seamless shopping journey for its customers. This will involve integrating various consumer touchpoints to create a cohesive and convenient experience across online and offline channels. By transitioning from large-format stores, Kmart aims to offer greater convenience and accessibility to its customers.

Additionally, Kmart recognizes the importance of stability in its operational approach. By prioritizing stability before digitization, the company aims to enhance its operational efficiency and ensure a seamless shopping experience for customers.

Kmart’s extensive store network, comprised of approximately 1,221 stores across various locations including the United States, Guam, the U.S. Virgin Islands, and Puerto Rico, positions it as a prominent player in the retail market. Leveraging its widespread presence, Kmart has a unique opportunity to expand its geographic footprint strategically, potentially entering new markets and capturing a larger market share.

Furthermore, Kmart’s brand recognition and heritage dating back to 1899 have fostered consumer trust and loyalty, providing the company with a competitive advantage. By offering exclusive product offerings and partnering with well-known brands such as Thalia Sodi, Jaclyn Smith, Joe Boxer, Martha Stewart, and Sesame Street, Kmart continues to influence customer loyalty and reinforce its brand positioning.

Opportunities Challenges
  • Expanding online presence and tapping into the growing e-commerce market
  • Implementing technology-driven initiatives
  • Geographic expansion and strategic store network growth
  • Supply chain management challenges
  • Lower gross margins compared to competitors
  • Intense competition from traditional retailers and e-commerce giants

In conclusion, Kmart’s future outlook is focused on leveraging technology, embracing an omnichannel approach, and expanding its online presence. By capitalizing on emerging trends, strengthening its brand loyalty, and addressing existing challenges, Kmart aims to remain at the forefront of the retail industry.


In conclusion, Kmart has implemented a comprehensive and forward-thinking marketing strategy to position itself for success in 2024. By prioritizing market segmentation, Kmart has been able to identify and cater to the specific needs and preferences of its target audience. Through competitive analysis, Kmart has gained valuable insights into the retail landscape, allowing it to differentiate itself from competitors.

Digital marketing tactics have played a crucial role in Kmart’s strategy, enabling the company to reach and engage with customers effectively. By leveraging digital channels, Kmart has increased its online presence and expanded its customer base.

Additionally, Kmart’s commitment to quality products and superior customer service has helped it maintain brand loyalty and address the needs of its consumers. By focusing on customer satisfaction, Kmart has been able to drive sales and strengthen its position in the retail industry.

Overall, Kmart’s marketing strategy showcases the importance of adaptation, innovation, and a customer-centric approach. As Kmart continues to evolve and navigate the ever-changing retail landscape, its focus on market segmentation, digital marketing tactics, and customer satisfaction will remain essential pillars of its success.


What is Kmart’s brand positioning?

Kmart positions itself as a discount store chain that offers quality products at affordable prices.

How does Kmart target its customers?

Kmart utilizes market segmentation to cater to various demographics, including consumers seeking affordable products, families, and bargain hunters.

Who are Kmart’s main competitors?

Kmart faces competition from giants like Walmart and Target.

How does Kmart differentiate itself from its competitors?

By conducting a competitive analysis, Kmart identifies its competitors’ strengths and weaknesses, allowing the brand to develop strategies to gain a competitive advantage.

What digital marketing tactics does Kmart employ?

Kmart utilizes various digital channels such as social media, email marketing, and search engine optimization to engage with customers and promote its products and promotions.

What kind of advertising campaigns does Kmart run?

Kmart runs advertising campaigns that highlight its affordable prices and value-driven offerings, using creative storytelling and engaging visuals to create memorable experiences for its customers.

What are Kmart’s promotional strategies?

Kmart offers discounts, hosts sales events, and implements loyalty programs to drive sales and create a positive customer experience.

How does Kmart innovate its promotional methods?

Kmart differentiates itself by partnering with influencers and celebrities, creating interactive in-store experiences, and collaborating with other brands to capture the attention of its target audience.

What is Kmart’s future outlook?

Kmart will continue to evolve its marketing strategy by leveraging technology, strengthening its digital presence, and delivering a seamless omnichannel experience for customers.

How does Kmart adapt to the changing retail industry?

Kmart adapts by staying ahead of industry trends, embracing new marketing techniques, and consistently focusing on its value proposition and commitment to customer satisfaction.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.