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Consumer-Centric Marketing Interventions and Problem-Formulation, Alternatives and Recommendations


Companies in today’s highly competitive retail sector are constantly pressured to innovate to stay up with changing client desires and demands. It is especially true for Kmart Corporation, a long-established but faltering retailing behemoth in the United States. In the face of increased competition, poor financial performance, and a limited online presence, Kmart must prioritize consumer-centric marketing strategies to restore its competitive advantage and preserve its long-term viability. In this study, we examine Kmart as it currently exists, analyze the industry and company, and identify the significant issues the retailer is experiencing. Investigating the macro environment, examining the competition, and doing a SWOT analysis will help you better understand Kmart’s operations and market position. Based on this analysis, the essay proposes several potential solutions to the identified issues.

Consumer-focused marketing interventions proposed for Kmart include focusing on the quality of the customer experience, improving brand awareness, and expanding the company’s internet exposure. Kmart may prosper in today’s competitive retail climate by focusing on in-store and online enhancements to the customer’s shopping experience. Kmart must create an omnichannel strategy that leverages data and technology to provide customers with a uniform and convenient shopping experience across all channels. Furthermore, a good customer relationship management system can help personalize marketing campaigns and develop stronger customer connections. Through partnerships and collaborations with well-known firms, influencers, and celebrities, Kmart may reach a larger audience and strengthen its brand image.

Kmart must stay on top of changing consumer tastes, competitor strategies, and market conditions to ensure long-term success. By being flexible and responsive, Kmart can attract and maintain customers who value low costs without sacrificing product quality or shopping convenience. If Kmart follows the guidance in this consumer-centric marketing intervention and recommendation, it can overcome its challenges, improve its market share, and secure its place in the retail industry. In the following paragraphs, I’ll go through each technique in further detail, examining its potential consequences and recommending the next steps that can assist Kmart to succeed.

Problem Formulation

Kmart has little web presence, is struggling financially, and faces greater competition. The corporation can overcome these challenges by implementing customer-first marketing techniques, such as increasing customer happiness, public perception of the brand, and the company’s internet presence. If these concerns are properly defined, Kmart can better understand the challenges it faces and the areas that require strategic actions. This problem formulation sets the path for developing effective marketing strategies by recognizing the underlying reasons and future development and differentiation opportunities. Kmart may direct its efforts, resources, and spending toward resolving these issues and maintaining its long-term viability in the retail market.

Evaluation of Alternatives

  1. Enhance In-Store Experience: If Kmart wants to attract and retain customers, it must prioritize the in-store experience. Stores can achieve this goal by creating interactive displays or demonstrations for specific product categories, training employees to provide great customer service, and designing a more streamlined and visually beautiful shop layout.
  2. Product Innovation and Differentiation: Kmart must develop its products to separate itself from competitors and keep up with customers’ ever-changing tastes. Products that are environmentally friendly or ethically sourced, as well as limited edition collections made in conjunction with well-known brands, are just a few approaches to address consumers’ demand for more sustainable solutions.
  3. Strengthen Online Presence: Kmart should prioritize improving its e-commerce capabilities to compete effectively in the digital retail industry, necessitating a strong online presence. It includes improving the site’s functionality and usability, making it mobile-friendly, and giving customers more online purchasing alternatives, such as in-home delivery and click-and-collect services. Kmart may increase its consumer base through online and social media marketing strategies.


To address the challenges faced by Kmart, a combination of the above alternatives is recommended: Kmart must develop an omnichannel strategy that connects its many sales channels, both online and in-store. This strategy gives customers a uniform and hassle-free purchasing experience across all channels. Customers should be able to shop online, view what’s in stock at neighbouring stores, and choose between home delivery and in-store pickup.

With the help of a well-implemented CRM system, Kmart can acquire important insight into its customers’ interests and habits. Because of the data it collects and analyzes, Kmart can provide its customers a more personalized shopping experience. Loyalty programs, email marketing, and recommendations based on previous purchases or browser history are all methods for encouraging repeat business.

To generate distinctive product lines and marketing activities, Kmart would be prudent to study the possibilities of developing partnerships and collaborations with well-known brands, influencers, and celebrities. It can raise brand awareness, boost customer acquisition, and build loyalty. Partnerships with technology providers and logistical organizations allow faster and more efficient online deliveries.

Kmart must constantly monitor consumer tastes, competitor moves, and market conditions. As a result, the company can stay up with the ever-changing retail industry. Incorporating regular data analysis, consumer feedback collection, and competitor benchmarking into the decision-making process is critical.

Justification of Strategic Decisions for Kmart

Kmart must invest in improving the in-store experience to attract and retain customers. By enhancing the in-store experience, Kmart can differentiate itself from competitors and provide customers with a terrific, unforgettable shopping experience. In turn, it can raise sales and improve public perception of the company by enhancing customer satisfaction, promoting return visits, and favourably spreading the word.

Kmart must reinvent its products to keep up with changing consumer tastes and differentiate itself from competitors. Kmart can differentiate itself from competitors and satisfy the changing needs of its customers due to its commitment to product innovation and differentiation. By carrying innovative or environmentally friendly goods, Kmart may grow its consumer base, customer loyalty, and income.

If Kmart is to thrive in today’s retail climate, it must invest more resources in its online business. As more individuals prefer to shop online, retailers recognize they must have a strong online presence to compete. Kmart may increase its investment in e-commerce to capitalize on customers’ shifting tastes toward digital channels, the ease of conducting business online, and a larger client base. It can increase earnings and reduce the probability of losing clients to digital competitors.

With the help of a well-implemented CRM system, Kmart can acquire important insight into its customers’ interests and habits. Because of implementing a customer relationship management system, Kmart may better its relationship with its customers and, as a result, experience more repeat business and loyalty. Kmart may boost customer satisfaction and income by personalizing its offerings to each client’s preferences and interests.

If Kmart follows through on these strategic efforts, it can address its challenges, increase its market position, and improve its overall performance. These proposals are consistent with what customers expect, what the market is doing, and Kmart’s purpose of making quality goods affordable to individuals on a limited budget. Kmart must conduct comprehensive market research, feasibility analysis, and financial planning before implementing these strategies.


In summary, the strategic measures proposed for Kmart are intended to re-energize the company’s position in the competitive retail industry. Kmart can overcome its challenges and drive growth by improving the in-store experience, focusing on product innovation and differentiation, expanding its online presence, implementing an integrated omnichannel strategy, implementing a CRM system, exploring collaborations and partnerships, and constantly monitoring and adapting to market changes.

These proposals consider evolving consumer tastes, technological advancements, and the need to differentiate oneself from Walmart and Target. Using these strategies, Kmart may regain customers, develop its brand, increase its bottom line, and compete more successfully in the retail sector. Kmart should address these suggestions through strategic planning, effective implementation, and regular evaluation. Regular market research, consumer input, and data analysis should lead the decision-making process to ensure the plans are efficient and in step with changing market trends.


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