Archive for the ‘E-Commerce’Category

Kmart’s Web Strategy

Last week, Kmart and Sears Holding Co. came up in my news reader, announcing kmartdesign.com and other web initiatives by Sears Holding Co. to boost the Kmart brand performance and sales.

Kmart isn’t a place I shop, which isn’t saying a lot because I’m not a big in-store shopper. I can’t say I’ve even been on the Kmart website until reading this news nugget. The brand doesn’t strike me as modern, so it made me curious about how the company is using the web and what results they might achieve.

After a quick search, I found that Kmart has several initiatives on the web including a mobile app (kmart2go), mygofer.com and kmartdesign.com. Business strategy and the web are two of my favorite topics so I began to wonder…

What can we learn from Kmart?

Here’s what stands out to me about Kmart’s web strategy, none of which is surprising and gives us a great example to look at for web strategy.

  • Clearly define business goals
  • Segment and target specific audiences.
  • Offer presentation formats specific to the target audience
  • Use Social Media to augment existing marketing, PR and sales strategies

Read the rest of this entry →

13

07 2010


by Diona Kidd
posted in E-Commerce, Social Media, Web Strategy
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