A movie promotions powerhouse it is not. But Kmart is determined to change that.

Aiming to lose its ugly duckling status as a licensed merchandise partner to become an official promotional partner, Kmart is leveraging its 1,400 stores to develop a more expansive entertainment strategy.

How did they come to this point? Their customers told them. Customers “respond very favorably to entertainment properties,” Kmart explained.

But what about the competition…Walmart and Target? Not so much. Calling this lack of entertainment property promotions a “potential white space,” Kmart saw an opportunity and went all carpe diem on it.

Kmart Strategy
Then: Pulled together some in-store signage and licensed merchandise in apparel
Now: Use an integrated story that works in multiple marketing vehicles

The strategy will come to life through multi-pronged programs for blockbusters including Indiana Jones and the Kingdom of the Crystal Skull, The Incredible Hulk, and The Dark Knight.

This is hopeful news, since the retailer seems to need a good dose of something to breathe life into it.

Source: Crain’s

Christine Babick is a marketing strategist and linguist specializing in marketing language, website text, “emo copy,” and cause and relationship marketing. More…

Article Tags: Babick | Blockbuster | Entertainment | Integrated | Kmart | marketing | Movies | Retail | Retailer | Strategy
Filed under: Industry News, Integration, Strategy