Kmart overhaul marked by new campaign
The retailer held morning tea in stores across Australia today for staff and customers in order to present the changes.
Kmart said that the brand campaign, called ‘Expect change’, is part of a revamp that includes “cleaner, clearer and uncluttered” stores.
Customers have also been promised lower prices due to changes in Kmart’s product buying, faster, friendlier service from newly-trained staff and extended store hours.
Sapient Nitro, Kmart’s advertising agency, has created a TVC that will communicate the changes when it airs on Sunday. The ad will be supported by press, catalogue and point of sale activity.
The ad campaign focuses on a family and how Kmart understands their needs and their hectic lives.
Guy Russo, Kmart’s managing director, said: “We love our customers at Kmart and ensuring they have a positive experience as guests in our store is our number one priority. We are working very hard to deliver on this promise day in and day out.
“We have made many changes over the past year to enable us to now go out and tell everyone – expect change – when you come into Kmart. I am delighted to say that already we have had some wonderful feedback from people in the communities where we operate.”
Source: B&T