So rumor has it that SHLD is pushing a "Rediscover Kmart" campaign that has now been branded under the "Kmart Renaissance" umbrella...
"Your local Kmart has made some really big changes... to celebrate we're hosting some great family-friendly events... so come on by and rediscover Kmart"
There are community tie-ins, coupons to local events and attractions, small in-store demonstrations or shows, things like Easter Egg hunts or fashion shows or even shopping cart parade floats, a branded van drives around the area, and Mr. Bluelight shows up. The goal is to "generate excitement" among the store associates and "inviteshoppers to rediscover the value of Kmart" as part of their local community. This re-launch speaks volumes about how Kmart has lost most sense of position - people will drive an hour to shop at Costco or Walmart, but who drives an hour to shop at Kmart? Walmart and Target have filled the position in the average shopper's mind for low-price and trendy stores, respectively, leaving Kmart with, well, so far, not much. Add to that the lack of convenience compared to Walmart's supercenters or the local corner dollar store or drugstore, and Kmart really struggles to obtain a "brand awareness" in consumers' mindsets. If done successfully, Project Renaissance should invite people who haven't been to a Kmart in a long time to come back and try it out.
However, the key is a successful execution, something that Sears Holdings does not seem capable of currently. If you manage to convince (very skeptical) people to stray away from trendy Target or convenient/low-cost Walmart into your Kmart store, then you want your store to say "Wow, this is a nice place to shop" or "Wow, I like the selection of cool styles here", or "Yeah, the prices here are great and the service is nice". It is hard to get one new customer to Kmart, and even harder to persuade them to stay loyal. A "Rediscover Kmart" ad is not good enough - a entire store freshening remodel is needed. And some stores look absolutely great, better than many Targets. But sometimes it seems like all they've done is throw a few banners and have Mr. Bluelight show up without doing a good job redoing the store... at least update the main signage!
Examples photos from the web:
|Ooh, the Kmart van!|
|An older "Extreme Makeover" remodel campaign from a couple years ago|
|Ooh, this store looks really nice|
|Another great looking store.|
|It looks nice, but still, please remodel completely the signage too! Otherwise it looks the same...|
|Bronx NY store|
|A former Super Kmart Center now just a normal Kmart|
|Another really nice Kmart|
|Interesting color scheme....|
|A nice Kmart|
|An example of your typical 1970's Kmart... NOT PART OF THE RENAISSANCE PROGRAM, can you tell? haha... seriously, sadly it seems like there's still too many of these olden goodies around that aren't remodeled.|
|The new red colored cashier lights!|
|Chicago Kmart doing good business across a Target. (From Flickr user uh, thanks, I'll find the credit when I refind your photo)|
50 years in Puerto Rico
2010 Rediscover Kmart: Project Renaissance markets, May-September 2010:
New York City
Bay Area CA