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‘Yo Momma’ Is Coaxing Consumers To Shop Kmart

Kmart is continuing its string of tongue-in-cheek, viral-oriented advertising campaigns with “yo mamma” themed spots supporting back-to-school sales. As it launches the promotion, Kmart is especially featuring home décor and small electric items as back-to-campus priorities.

In the advertising, kids on playground incorporate “yo mama” wordplay to compliment each other, all as a showcase for the deals and savings offered for Shop Your Way Kmart/Sears loyalty program members the retailer is launching for this school season.

At the same time, Kmart is emphasizing that its free store pickup can make shopping for back to campus easy. College shoppers can buy online, whether via the main website or through a special back-to-campus page, from an assortment including small appliances, furnishings and other items, such as laptop computers, then pick up their purchases from the Kmart store closest to their campus. If mom or dad or some other helpful party places an order for the collegian, the benefactor can check a box marked Someone Else Will Pick Up My Order and students can retrieve the shipment in a designated store. In that case, the student receives an email message, which they must bring to the store as identification.

“At Kmart, we’re helping Shop Your Way members and customers manage their time and money this back to school season through perks, privileges, conveniences and innovative technologies like free layaway, our new Pay in Store service, Free Store Pickup at Kmart locations nationwide, and free shipping for members when the product they want isn’t in the store,” said Andrew Stein, interim chief marketing officer, Kmart. “Shop Your Way members can even earn 5% in rewards points everyday they use their Sears MasterCard at Kmart. All of these money and time saving privileges are available for Kmart back-to-school customers who join the free Shop Your Way membership program.”