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.
Kmart recently beat out Wal-Mart in same-store sales year-over-year. Could the K be making a comeback?
robertstinnett 2 years ago
Hoorah! Wal Mart eat your heart out !
smashmouth710 2 years ago