Kmart Refreshes Home Approach With New Brand Initiatives

Kmart is throwing itself a brand party in New York as the retailer introduces new home goods, fresh marketing efforts and a revisitation of its now 50-year-old Bluelight Special to media and marketing influencers.

Among the points Kmart emphasized at the event was a new approach in home that would offer consumers coordinated presentations of merchandise in stores, such as kitchen products as a table setting and living room furniture and accessories grouped in select stores and online.

According to company representatives at the event, Kmart is adopting an approach to product marketing and merchandising that presents the retailer as the place where they can look for fun, high-value lifestyle solutions. In home, many core, big ticket items, including the first full-size sofa ever offered by Kmart, will roll out on a more or less annual basis while many accent pieces will get a seasonal refresh.

In store, the retailer will combine home goods in presentations that offer one solution with product coordination, but at the same time offer alternatives that consumers can shop from the full assortment to put together purchases based on their own preferences. Online, Kmart will offer the products merchandised photographically as in store with the individual items listed for purchase below the image. In this way, the retailer intends to facilitate consumer purchasing all at once, over time, or variously through the assortment while using the image as a touchstone.

In its online operation, Kmart pointed out new capabilities, including one that allows customers to shop items they spot on an Instagram-style feature automatically, as well as a service that permits consumers to shop other retailers through Kmart platforms. The retailer is also working to expand features accessed through its mobile app, as mobile has become a significant growth vehicle for Kmart, the representatives noted. The company’s updated Bluelight Special program will generate deals through Kmart’s website and app, and users can have push notifications delivered on a mobile device wherever they are and whenever the deals emerge.

The revamp of the Bluelight Special is part of a new promotional approach Kmart is just starting to introduce, which will afford deep discounts on special buys to consumers, starting with its Shop My Way loyalty program members. The kick off deal offers luxury watches, with typical retail prices up to $1,200 offered for under $200, as part of a special buy the retailer is promoting.

The story was updated to clarify how Kmart will be utilizing its “Instagram-like” function Founts.