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Kmart goes Old SchoolOctober 21, 2008 This week Kmart did what only Kmart knows how to do: Go old school. I thought at first that I was dreaming when I saw a television ad for Kmart's Christmas layaway plan. For those of us too young to remember layaway, it is a pre-easy credit system in which a consumer picks out an item they want, makes a down payment, and then makes a series of payments until the item is paid for. The retailer, in this case Kmart, keeps the item in layaway and gives it to the consumer when the last payment is made. With today's tight credit and people hurting for money, it is an interesting and daring move by Kmart. According to an Adweek article, "Kmart Touts Layaway for the Holidays," Kmart is "...the only mass discount retailer to offer a layaway service. The hope is to drive sales at Kmart stores this holiday season, as consumers search for penny-pinching options during the recession." Reflecting Kmart's five and dime store DNA, the layaway program gives a strong message to consumers that Kmart understands their problems and will help them through tough times. It is also a great way for consumers to make sure that they get the scarce, hot items by laying them away before the credit driven Christmas rush takes off. So, I say: "Good for Kmart!" They not only did something right. They did something that they are uniquely positioned to do: Go old school. Posted by Richard Gottlieb on October 21, 2008 | Comments (8)
October 21, 2008
In response to: Kmart goes Old School Christopher Harris commented: Odd media confluence. As I was reading this, the kmart ad was showing on the TV behind my laptop.
October 21, 2008
In response to: Kmart goes Old School Kim Vandenbroucke commented: I too was amazed by their ads! And I completely agree with what you said Richard; they've found a great unique way to help the cash-strapped consumer by bringing back a "retro" retail concept. Good for them! And hopefully good for us too. :)
October 22, 2008
In response to: Kmart goes Old School shellberry commented: Yay!! GO kmart!!!
November 12, 2008
In response to: Kmart goes Old School lee commented: Good job Kmart with the lay away, but shame on you for the commercials where the parents are talking on Christmas morning about how much all the presents cost. My 3 children all panicked and asked if santa was real because parents don't pay for presents...do they?? those commercials should be pulled!
December 11, 2008
In response to: Kmart goes Old School Valerie commented: I agree with pulling the Christmas commercial. Thanks KMart for making my daughter no longer believing in Santa. Who was the idiot who thought of this commercial!!!!!!!
December 15, 2008
In response to: Kmart goes Old School Julie commented: Come on - seriously? There are Santa presents and then presents from Mom and Dad. Are you telling me you tell them you don't buy them anything?
December 15, 2008
In response to: Kmart goes Old School Julie commented: Come on - seriously? There are Santa presents and then presents from Mom and Dad. Are you telling me you tell them you don't buy them anything?
December 22, 2008
In response to: Kmart goes Old School Kathy commented: I agree with Julie. If this commercial made your children not believe in Santa anymore, well...it was time.
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