Kmart: Can you feel it?
Rachel Edwardes and Ken RobertsForethought Research
Campaign details
Brand owner: WesfarmersAgency: Forethought ResearchBrand: KmartCountry: AustraliaIndustry: Department storesMedia budget (USD): $10 - $20 millionChannels used: Outdoor, out-of-home, Point-of-purchase, in-store media, Radio, Social media, Television
Executive summary
Kmart, the discount general goods retailer, was struggling in the Australian market to convince mums that its goods had the quality and price to compete with those of rival chains.
This case study describes how the chain used innovative new research techniques to identify which discrete...