Kmart keeps customer first amid changing times

Kmart’s focus continues to be on keeping the customer the top priority and delivering high-quality merchandise at an affordable price. spoke with Kmart chief marketing officer Mark Snyder to learn more about how the off-price retailer is meeting those goals!

Store brands are a core aspect of Kmart’s business, especially in apparel, according to Snyder. Jaclyn Smith has been a staple at Kmart, along with the Joe Boxer line, and the new Glow line, which includes jeans and footwear, will be a big opportunity for the juniors department. In menswear, the new brand Top Flite, a popular golf line, brings something unexpected to the department.

According to Snyder, improving store navigation and making customers aware of what Kmart has to offer is important. In the home category, for example, “lots of folks don’t realize Kmart sells furniture,” said Snyder.

Kmart’s attention to the customer was evident on a recent visit to the retailer’s store at 34th Street Pennsylvania Station in Manhattan. Located in a highly trafficked area, the store caters to the many tourists who pass through its doors, offering a selection of “I Love NY” and related merchandise near the entrance of its street level.

The recession saw a resurgence of Kmart’s lay-away service, which Snyder believes is more than just a seasonally-relevant offering. “The post-recession consumer adopted behaviors she will continue when times get better.”

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