Kmart brand. Retailer behind the times again.
Tom Dougherty, CEO – Stealing Share
29 July 2013
The Kmart brand needs Stealing Share
You can often read the signs when a downtrodden brand is getting desperate. In the case of the Kmart brand, it’s a new offer for the members of its loyalty program, Shop Your Way.
On the face of it, the option of customers being able to reserve items online and pick them up at the store (or pay for them at the store) is a reasonable offer for a mass retailer to have.
“That’s because, if you order online, why wouldn’t you just pay for it while you’re online and have it delivered to your house?”
However, the offer won’t steal market share because most retailers already offer this to customers but don’t make a big deal about it. That’s because, if you order online, why wouldn’t you just pay for it while you’re online and have it delivered to your house?
My point: This may have been meaningful 10 years ago, but it’s an afterthought now. It’s like saying your office is now equipped with fax machines. Okaay. They might come in handy, but they’re not all that crucial in the age of email.
Shop Your Way is really a misnomer. Shoppers are already shopping their way: Not at Kmart. The Kmart brand is behind the times once again and needs Stealing Share’s help.
The Dollar General brand Tom Dougherty, CEO - Stealing Share 11 December 2019 The Dollar General brand isn’t for everyone, and that’s okay In an environment where most retail continues to struggle, the Dollar General brand is bucking the trend.Typically,...
Tom's of Maine Tom Dougherty, CEO - Stealing Share 10 December 2019 Tom’s of Maine’s deodorant doesn’t work. And I desperately want it to. Let me tell you about one of the most peculiar brands around. Tom’s of Maine. Specifically its deodorant line.If...
The Peloton bike commercial Tom Dougherty, CEO - Stealing Share 9 December 2019 Why doesn't the Peloton bike commercial work? Nothing like the creepiest commercial since Burger King’s King to get social media going, eh? The Peloton bike commercial is...