Kmart's CMO is High on Private Label and Social Media

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October 12, 2010

Kmart is kicking up its private label offering and social media “value” marketing just in time for the holidays, according to the mass merchandiser’s chief marketing officer Mark Snyder.

Kmart is tapping into the consumer’s need to remain frugal but still be able to enjoy the holiday spirit, Snyder told Brand Week in an executive interview.

Mark Snyder

“We’ve always had a strong presence in private label in our apparel lines—in women’s and kids, especially. What we’ve looked at is the consumer’s interest in being able to get more value -- and yet, still high quality -- out of [common, everyday] products like food and consumables and also in things that they use around the house,” Snyder said of Kmart’s new Smart Sense line launched earlier this month. “That was an opportunity to build out what we have. And private label done right, with the right price point and the right quality, can be a great way to build out your value proposition and add some difference to the customer experience that your competitors can’t.”

And for the holidays, social media will take center stage at Kmart with its themed “Live Your Christmas Story” campaign.

“Moms can go online and share what their Christmas story and favorite traditions are, and what their family does that is distinct and unique for the holidays,” Snyder said. “It’s part of our strategy to activate social media in a way that is part of the overall media plan, and that helps us engage with consumers at the same time. We’ve done social media in the past but expect to see more of it this year.”

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