Background:
Beleaguered by numerous store closing in Miami-Dade and Broward counties, along with the proliferation of new Target and Walmart stores, Kmart had lost visibility in the market. The market needed a rebirth to kick-start sales and employee engagement.
Goal:
Our goal through “Project Renaissance” was to revitalize Kmart in South Florida and place Kmart top-of-mind for consumers. Increase traffic and sales, build loyalty, and bill Kmart as the “Destination” to be at all summer long.
Strategy:
Phase 1
Get stores updated and remodeled. Once the stores were ready, we invited the community and its leaders back into the stores to celebrate.
Phase 2
Create and implement “Destination Kmart,” a breakthrough Field Marketing program making Kmart fun and relevant once again. It focused on 1) building relationships with local community partners for cross promotion, 2) an aggressive Radio campaign involving celebrity DJ’s; 3) a strong direct mail “Passport;” 4) a series events each Saturday with “Star Power,” meet and greets; 5) and a great Cruise Vacation Sweepstakes in all Miami-Dade and Broward locations.
Results:
Analytical Results showed a 7% lift in sales with a 49.1% ROI. Employee motivation was evident in store. Project Rennaisance won all the marketing awards given at Sears Holding as the best overall campaign for the year.
Quote:
“Upon partnering with Benitez Karasz, the entire team becomes an extension of your organization. Benitez Karasz, provided us with a level of commitment, focus, creativity and execution, that exceeded our expectations. The results that were achieved through their efforts remain unmatched.”
- Ron Fauntleroy, Regional Vice President
