Kmart Wins Big With Layaway Concept

Loading...

Sign in or sign up now!
Alert icon
Upgrade to the latest Flash Player for improved playback performance. Upgrade now or more info.
526 views
Loading...
Alert icon
Sign in or sign up now!
Alert icon

Uploaded by on Mar 18, 2009

NEW YORK (YouTube.com/AdAge) -- Kmart surprised many when it began loudly trumpeting its anachronistic-sounding layaway concept last fall. But the program has been a hit with credit- and cash-strapped consumers, according to Kmart CMO Mark Snyder. He appeared along with DraftFCB EVP Mathiew Lignel at the Advertising Club's recent "Marketing Through The Recession" panel. Both explained how the faded and gauche idea of layaways was repackaged as an alluring new consumer benefit for Kmart shoppers.

  • likes, 0 dislikes

Link to this comment:

Share to:
see all

All Comments (2)

Sign In or Sign Up now to post a comment!
  • Kmart recently beat out Wal-Mart in same-store sales year-over-year. Could the K be making a comeback?

  • Hoorah! Wal Mart eat your heart out !

Loading...
Alert icon
0 / 00Unsaved Playlist Return to active list
    1. Your queue is empty. Add videos to your queue using this button:
      or sign in to load a different list.
    Loading...Loading...Saving...
    • Clear all videos from this list
    • Learn more