The story that helped save a season

Kmart Layaway

A retail mainstay for decades, Kmart stores were facing

unprecedented opposition in the marketplace from its two key

competitors, Target and Walmart. We reintroduced a tried and

true program that Kmart had maintained for years to offer

customers an easy way — to go easy — on their pocketbooks.

Mission

Reconnect with our core

consumer and instill confidence

in them during tough financial

times. Make Kmart a highly considered destination for

Holiday shoppers, who were

looking to save money during

what was expected to be

the worst holiday shopping

season in decades.

Spotlight Kmart Layaway

as a helpful holiday service

for struggling shoppers, and

re-establish it as a unique

POD from our competitors.

Create a through-the-line

multi-lingual campaign that playfully educated and expounded on the virtues of Kmart's layaway program.

The results were tremendous!

The recession-fighting program doubled the volume of merchandise dollars and Sears Holdings shares!

Kmart saw a 1.5 % increase in sales. Sears/Kmart saw 3 million new

layaway customers combined. Add

to that a 70% increase in layaway income, we put Kmart back in the

black for the first time in years.