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 Zoom brand Tom Dougherty, CEO - Stealing Share 7 July 2020 The Zoom brand shouldn’t play it safe moving forward The Zoom brand is one consumer service that’s becoming synonymous with success during the global pandemic. Which is why it needs to be as...
Washington Redskins Tom Dougherty, CEO - Stealing Share 6 July 2020 Money drives Washington Redskins name change In the 1976 classic All the President’s Men, Deep Throat becomes agitated with Bob Woodward (played by Robert Redford) over his lack of...
MLB return? Tom Dougherty, CEO - Stealing Share 16 June 2020 MLB return in jeopardy, so is the sport itself An MLB return to play would be more important to that sport than any other, yet major league baseball finds itself on the brink of disaster over...