Who is the Kmart shopper?
She is typically female and doesn’t fit neatly into any one demographic. At the core, the Kmart shopper is someone who is interested in good design, someone who recognizes value and quality, and someone who is loyal to this nearly 50-year-old American company. “They’re happy to see this turnaround,” Kathy says. Facing the competition: Kmart is the third largest discount store chain in the world, behind Wal-Mart and Target. Consumers today have lots to choose from, which means Kmart faces some stiff competition. So how can they stand out from the crowd? According to Kathy, Kmart likes to focus on their relationship with customers and seeks to be more than just some faceless corporate entity. “We really look at the customer, not just a price point,” she explains.
