Background:
The Hispanic market had always been an important customer base for Kmart. The big box retailer needed a Spanish-language print piece with a dual purpose: First to help the weekly circular stand out from its competition, and second to be a relationship building tool.
In 2003, produced by Benitez Karasz, Kmart introduced “La Vida,” the first retail advertorial wrap for the Hispanic Market. La Vida started monthly and quickly grew to become a weekly publication. La Vida was immensely successful, being attributed to lifts in sales and basket size, as well as re-introducing lapsed consumers.
After Kmart’s financial re-structuring in 2008, Kmart brought back the Hispanic wrap, this time called “Entre Nosotros,” again produced by the editorial arm of Benitez Karasz.
Goal:
Build a strong relationship with the “Hispanic Market” through a print piece that wraps around the circular. Help Kmart’s circular stand out from the weekly circular clutter. Showcase new products and services of special interest to the Hispanic customer.
Strategy:
Developed a relevant, in-language, targeted monthly mag-wrap.
Highlighting Hispanic culture, Hispanic stars, new and upcoming merchandize and Kmart corporate programs.
Results:
La Vida markets surpassed general market performance with a sales lift of 2.1% and transaction lift of 13.2%
Quote:
“Just got a printed copy of Entre Nosotros. It looks fabulous. Muchas gracias for the great work. I very much appreciate all you guys do for us.”
- Bill Stewart
Kmart, CMO
