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Kmart Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




Kmart is a discount retailer that sells name brand and private-label goods. The company headquarters are located in Hoffman Estates, IL. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (847) 286-2500
Main Fax
Primary Address
3333 Beverly Road
Hoffman Estates, IL 60179
USA

Kmart Corporation Contacts

Contacts (5/7)
Name Title State
Kelly C. Chief Marketing Officer IL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (847) 286-2500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3333 Beverly Road
Hoffman Estates, IL
60179
USA

Alasdair J. President & Chief Member Officer IL
Patrick S. Divisional Vice President & Chief Marketing Officer - Footwear IL
David S. Vice President, Electronic Sales IL
Kirsten K. Senior Director & Head, Marketing - Children's Entertainment, Sporting Goods & Fitness IL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Martha Stewart Everyday **
Kmart Corporation ********
Joe Boxer *
Route 66 *
Jaclyn Smith *******

Agency Relationships


Brand Agency Service From To
****** ***** ***** ***** ***** offline media buying & planning unknown present
***** *********** ****** **** ****** ********* AOR - public relations unknown present
***** *********** **** ***** social unknown present
***** *********** ***** ***** ***** media buying & planning unknown present
***** *********** *** shopper marketing unknown present

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DailyVista

Score 73 – Account in Jeopardy: Kmart hires new CMO to lead omnichannel, revitalization efforts


 

Subject: Digital, TV, print, radio, Hispanic media

Brand: 

Opportunity: Hired DSW’s former CMO Kelly Cook to lead its omnichannel transformation and brand innovation revitalization efforts. Parent Sears Holdings is already near the end of its no secret that Sears is a mess (eight straight years of sales declines; four straight years of losses, among other issues), so approach this high risk/high spending account with caution.

Sellers – despite its struggles, the good news is that Sears and Kmart are still spending an exorbitant amount of money on advertising. Therefore, seek out mom-focused ad revenue around traditional retail holidays (Father’s Day, Independence Day, back-to-school, etc.) and the winter holiday shopping period. Kmart’s ad dollars should be increasingly digital given Cook’s experience and omnichannel priorities. Havas, Chicago is on media planning and buying for now.

Additional Insight

Experience: Cook had been with DSW since 2009, lastly as CMO for about a year (research here).

Media Spend Breakdown: Overall, Sears Holding’s advertising costs were $1.1 billion last fiscal year ended Jan. 31, down from $1.5 billion in 2013 and $1.6 billion in 2012, according to the company. 

Kmart allocates about $150M-200M annually on measured media, according to Kantar Media. Spending fell last year largely due to declines in print and radio spending compared to 2013. Meanwhile, digital allocations more than doubled to $13M last year and national TV remained at $100M levels (see 2014 breakdown right), according to iSpot.tv, Note that national Spanish language TV buys were up substantially last year over 2013.

Since January, Kmart’s display activity has been much higher than it was a year earlier, Moat reports. Publisher categories reporting the highest impression activity are health, sports, portal and women, led by everydayhealth.com and univision.com. Over this period, 41 standard display ads have run with 1,110 publishers (30% mobile), 70% of which were placed via ad network or exchange instead of directly through the publisher. This is up from only 222 publishers the year before.

Kmart 
3333 Beverly Rd.
Hoffman Estates, IL 60179
(847) 286-2500

Kelly Cook
Chief Marketing Officer – Kmart
(847) 286-2500
kelly.cook@searshc.com

Bill Kiss
Chief Digital Marketing Officer – Sears and Kmart
(847) 286-2500
bill.kiss@searshc.com