Target owned the style high-ground and Wal-Mart was the value leader. This left Kmart without a clear POD for consumers. We needed to reinvigorate Kmart store associates, reengage consumers and help them to rediscover the new Kmart.
Following store refresh and resets, We launched “Project Renaissance” a fully integrated program that started with associate training and engagement to reinvigorate these key stakeholders. We then launched a series of traffic-driving instore events and promotions, coupled with all new in-store signage, product offers and partnerships. The plan was supported by an integrated media/social media/PR campaign. Consumers discovered a transformed and brighter Kmart with friendlier and more engaged associates and more appealing offers, along with star-studded music, sports, and home-entertainment themed events.