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|
Kmart Corporation ContactsContacts (2)
|David S.||Vice President, Electronic Sales||IL|
Sample of Associated Brands
|Kirsten K.||Senior Director & Head, Marketing - Children's Entertainment, Sporting Goods & Fitness||IL|
|Martha Stewart Everyday ( licensed)||*|
|*****||****** **** ****** *********||AOR - public relations||unknown||present|
|*****||***** ***** *****||media buying & planning||unknown||present|
|*****||*** ********* *****||Experiential||2015||present|
Who is the Vice President, Electronic Sales of Kmart Corporation?
Who is the marketing contact for Apparel & Accessories in IL
What is the email of the Senior Director & Head, Marketing - Children's Entertainment, Sporting Goods & Fitness of Kmart Corporation?
Who is the AOR - public relations agency of Kmart Corporation?
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Score 73 – Account in Jeopardy: Kmart hires new CMO to lead omnichannel, revitalization efforts
Subject: Digital, TV, print, radio, Hispanic media
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.
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.
3333 Beverly Rd.
Hoffman Estates, IL 60179
Chief Marketing Officer – Kmart
Chief Digital Marketing Officer – Sears and Kmart