Innovations
Discover Kmart's new innovations and experimental elements being implemented throughout stores and marketing strategies, reaching customers from all platforms.
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QR Code Interaction
Kmart will use QR codes as a simple, easy, and innovative way to communicate with its consumers. QR codes will be displayed on Kmart construction public transport advertisements to utilise the opportunity of consumers waiting around in these areas and are more likely to take the time to scan the QR code. By scanning the code, it will lead to the construction workwear area of the Kmart website and promote interaction with the consumer through product details and other promotions such and Smiling Mind.
QR codes will also be used in-store as a way to promote the collaboration with Smiling Mind. The construction worker specific mental health awareness page is the as a support system and an interactive platform for Kmart’s consumers. The QR code innovation makes for a seamless and straightforward interaction between the customer and specific areas of Kmart’s online presence.
Kmart App
Implementing digital promotion through Kmarts app allows customers to access products and features on the go. Highlighting the new ranges and campaigns on the homepage and the "What's New" sections.
Kmarts easily navigated app allows customers to view in-depth details about all garments and accessories and can read product reviews and ratings.
Social Platforms
On the popular social media platform, Instagram, Kmart currently has over 1.2 million followers, making it the perfect platform to promote the Spring/Summer 2022/23 Work Wear range. The platform has a wide age range of users, more specifically 25–34-year old’s, which is within the prime age group of Construction Workers nationwide. Compared to other social media platforms, with either a more dominant younger or older age ranges, Instagram has a balanced assortment. Instagram is also used by a equalised range of genders, with 48.4% female users and 51.6% male. Features within the app also allow brands to promote their material onto the pages of users which may not be following the brand. This is a useful feature, as users don’t need to be following Kmart to come across the promotional material for the ‘Construction Work Wear’ range. Kmart already have a very strong presence on Instagram, posting consistently and receive significant engagement from their consumers. This includes the incredibly impactful community of ‘self-proclaimed’ Kmart influences. These influences create promotional material for Kmart, without any payment from the brand. This community of influences is something that is unique to Kmart and to Instagram, and there for the platform was vital to use in promoting this Work Wear range.
Twitter is a social media platform that provides access to millions of users with 330 million active monthly users, 5.8 of these being from Australia. The platform will give Kmart access to audiences around the world, whilst providing opportunity to interact with such audience rather than purely just promotional tools.
It is our goal for Kmart to gain access to as many potential consumers, and with Twitter being one of the most accessible and used social media apps, it is perfect for Kmarts advertising and promo material. 46% of Twitter uses log into the platform at least once everyday with over 500 million tweets posted daily, meaning that the app is constantly being used and offering high engagement to users. The total traffic of the twitter websites is three times more than the acyl active base, again showcasing the level of engagement on the site.
