MELBOURNE: Discount department store Kmart is to emphasise value in a shift away from customer service as part of the next phase of its marketing campaign.
Kmart will aggressively market its “extraordinary value” proposition following on from the "expect change” campaign launched in January [AdNews 29 January, page 1].
The campaign, created by SapientNitro, breaks this Sunday across all networks nationally. General marketing manager at Kmart, Paul Church, told AdNews: “We have now shifted to price being the primary message and that you can get amazing low prices on all items in the store.
“It's what we started in January with trying to be real and really put a face to Kmart that is friendly and down to earth - bringing back customer trust in the brand.”
Church said there would be a natural lift in advertising spend in the lead up to Chirstmas, but not a dramatic increase. Media buying is handled by Universal McCann.
Kmart had a main media spend of $23.8 million in the 12 months to May
2010, down from $34.3 million in the previous corresponding period,
according to Nielsen.
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