MELBOURNE: Kmart is entering the next phase of its renewal strategy, with a new business module geared to offer the lowest possible prices to its customers.
At a media briefing in Sydney yesterday, Kmart managing director Guy Rosso said the company had changed its operations over the last twelve months to focus on offering key 'everyday items' for families.
The retailer has focused its product choices and ordered larger quantities of popular items to enable costs to drop.
It has also cleaned up its store image, re-merchandised product into price categories and streamlined its marketing collateral such as catalogues and slogans.
To educate customers about the store's new pricing policy, the retailer will unveil a new television advertising campaign on Sunday evening. It is a continuation of the brand's 'Expect Change' campaign which was launched earlier this year.
For more information on the changes at Kmart and how it has reworked its apparel sector, pick up a copy of Ragtrader's August 13 issue.