Kmart Themed Instagram Accounts and the Online Communities they Inspire.
Abstract: This conference paper is about Kmart themed Instagram accounts and the online communities that are created and supported by Kmart fans and Kmart Australia. This conference paper explains how the online communities evolved and why they are considered communities. This conference paper also touches on the benefits the online communities and the Instagram accounts afford to those with in the community by providing examples from Instagram influencers and experts in the Retail, Media and Tech Industries from leading companies and organisations such as Inside Retail, The Sydney Morning Herald and the Smart Company.
Thesis Statement: Social network platforms such as Instagram are providing an online digital space for influencers and followers to create an online community that changes the spending habits of young Australian females and their attitude towards the budget retailer.
The online social network platform, Instagram has been integral in changing the attitudes of young Australian female consumers and their views towards the budget retailer by providing a free online digital space for Kmart fans to create and engage with other likeminded Kmart fans through Kmart themed Instagram accounts and online communities. Young Australian females are now spending more money at Kmart, spending more than ever on a variety of categories from clothing to furniture and electronics to plants. One of the most anticipated shifts is shoppers’ attitudes when buying from budget retailers in particular Kmart. Shopping at a budget retailer such as Kmart is no longer something to be ashamed of. Finding a fashionable on trend product or coming up with a hack using Kmart products is something to now be proud of, something that is worthy of posting online via social media to share with followers on social networks using hashtags such as #OOTD (Outfit of The Day) or #kmartstyling.
The combination of showing off that Kmart purchase and the introduction of the social media platform Instagram that has spawned an online community in Australia of Kmart fans. There where two main changes that occurred almost simultaneously that contributed to the explosion of Kmart fans also known as #kmartlovers and its online communities on social networking sites. The new strategies that Kmart introduced coupled with the third place that online platforms such as Instagram provide carved out a new way for #kmartlovers to interact online with likeminded people and other fans of the budget retailer. Kmart made strategic changes a few years ago that started a shift in how they were perceived by consumers. Kmart fans and online communities starting popping up on Instagram. #kmartlovers started sharing their Kmart runs and Kmart hauls online with other #kmartlovers and Kmart started acknowledging and leveraging these influencers and their followers utilising the online communities to benefit the Kmart brand which in turn benefited the influencers and their followers. Now more than ever social network platforms such as Instagram are providing an online digital space for influencers and followers to create an online community that changes the spending habits of young Australian females and their attitude towards the budget retailer.
Between 2015 – 2020 there has been a significant increase in in the number of Instagram accounts devoted to Kmart, created and maintained by millennials and mums or women aged 23 – 38 years old. Domenic Powell, Retail Journalist for The Sydney Morning Herald and The Age states that “In the past five years, hundreds of similar Facebook groups and Instagram pages have sprung up across the internet, many with membership numbers that would rival some large country towns” (Powell, 2020, para. 1). kmart_queen or Annmarie as she is also known on Instagram is one influencer devoted almost solely to all things Kmart. kmart_queen currently has over 80,000 followers. kmart_queen posts about her Kmart hauls on Instagram almost daily along with Instagram stories of home styling and outfits of the day all from Kmart. Interacting with her 80,000 followers on a daily basis.
Figure 1
kmart_queen Instagram Account
Note. From Instagram, Annmaree, 2020
(https://www.instagram.com/kmart_queen/).
Copyright 2020 by Annmaree.
Claire known to her 118,000 followers as The Kmart Lover is another Kmart fan that posts about all things Kmart on Instagram regularly. Recently stating in an article where she revealed that she was attacked online for allegedly making racist comments on 10daily.com that she does not get any payment for her posts and leverages her following to raise awareness and funds to prevent bullying and promote Instagram as a safe place. (Todoroska, 2020) There are many other accounts relating to Kmart on Instagram just like kmart_queen and The Kmart Lover and they all have one thing in common.
Though the different Instagram accounts focus on a variety of different interests they all share one common trait with each other and their followers. Their love for all things Kmart. The increase in Kmart related Instagram accounts is in part due to the change in product range available at Kmart and the move to advertising online via social media and online TV. Domenic Powell, Retail Journalist for The Sydney Morning Herald and The Age states “that all have the same caveat: thou must love Kmart” (Powell, 2020, para. 1). A few years ago, Kmart implemented some changes to its business model. Kmart focused on value for money and up to the minute product ranges. Kmart also increased advertising via social media (Powell, 2020). Kmart’s General Manager, Laurie Lai said “We know our customers were moving on to digital, social media, watching online TV, all those things. So, we went that way too.” (Lai, 2020, Para. 12). These changes also changed the spending habits of Australian consumers. In 2009 Kmart, Big W and Target had an almost equal share of approx. $4 billion in sales each. Fast forward to 2019 and Kmart’s share has risen to almost $6 billion while Big W’s sales remain stagnant and Target’s sales have fallen to below $3 billion. (Powell, 2020).
Table 1
Note. Adapted from “How Kmart became the ‘cool mum’ of Australia’s discount retailers,” by D. Powell, 2020, The Sydney Morning Herald,
(https://www.smh.com.au/business/companies/how-kmart-became-the-cool-mum-of-australia-s-discount-retailers-20200207-p53yn1.html).
Copyright 2020 D. Powell.
Interacting with likeminded individuals online that have a shared passion has created an online community on the social network site, Instagram. These online spaces act as a Third Place for Influencer’s and #kmartlovers to interact. A good-natured inclusive online space to visit that is a distraction from the stresses of work and home life that provide a sense of belonging (Soukup, 2006). Originally evolving organically, the Kmart themed Instagram accounts act not only as a third place for Influencer’s and followers, they act as online brand communities. Brands such as Kmart are happy to invest in online communities created by #kmartlovers as they provide an opportunity for engagement with long standing and new customers (Baldus, Voorhees & Calantone, 2015) leveraging both the Influencer’s followers and Mark Granovetter’s theory, The Strength of Weak Ties (Granovetter, 1973).
The influencers and their followers share and exchange Kmart product reviews and hacks as well as anything from interior design inspiration and home decoration ideas to outfit inspiration and styling advice. There is somewhat of a cult like following happening on Instagram that comes across as authentic and organically grown. In June 2016 Melisa Sorini from Creative Revolutions, Bendigo’s Digital Marketing Agency wrote that “Social media has been one of the biggest markers of Kmart’s recent success” (Sorini, 2016, para. 2). and the “biggest revelation is that most of it is organic. The “Cult of Kmart” has taken over Facebook and Instagram” (Sorini, 2016, para 2). Creating online communities and catapulting Kmart into a more prestigious brand. Melisa goes on to talk about how there are many women in Australia now sharing products on social media without any direction from Kmart or its head office or marketing team (Sorini, 2016). Kmart regularly collaborates with social media influencers and online communities such as Samantha Slater also known as Kmart Hack Queen and her followers who share a passion for all things Kmart, taking cues from influencers like Samantha and their followers to enhance their product offering. (Powell, 2020). Jana Bowden, Associate Professor in Marketing at Macquarie University explains shopping at the budget retailer is no longer something to be embarrassed about. Influencers and their followers view Kmart products as the latest trends at an affordable price that they can be proud of (Powell, 2020) The products along with Kmart runs and Kmart hauls are seen as worthy of sharing on social media or insta worthy.
Shopping at a budget retailer is no longer something to be ashamed off and is now considered something worthy or talking about and sharing with others. People have taken to social media to share their purchases with followers online. Arani Satgunaseelan from Inside Retail wrote in March of 2017 that Kmart “removed any sort of taboo with shopping in a store with low prices”. (Satgunaseelan, 2017, para. 3). Changing shoppers’ opinion of Kmart from discount or budget retailer to a department store with Everyday Low Prices (EDLP) by keeping most prices below $10, reducing the product range from 120,000 products to 50,000, focusing on trends, stock levels, sourcing products from suppliers direct along with taking away any reference to cheap items and bargain bins and a general tidy up of the stores has contributed to the change in shoppers perceptions leading to what Arani calls “a legion of #kmartlover fans” (Satgunaseelan, 2017, para. 3). Kmart is known for selecting a number of its #kmartlovers from Instagram to participate in events where the influencers have special access to view new products in the hopes they will post images and stories on their Instagram accounts to share with their 1000’s of followers. (Koehn, 2017). Helen Ahrens, Director of Good Things Marketing also stated in August 2017 in a Smart Company article written by Emma Koehn that “It allows mega fans to then go and be influencers in their own communities,” (Ahrens, 2017, para. 9). One could argue that there is still some stigma around shopping at a budget retailer like Kmart however the many Kmart related accounts on social media such as Instagram and the community spirit and love for Kmart products influencers and followers alike share online and the recognition of those accounts and communities by other experts in the Retail Industry and Kmart executives themselves are proving otherwise.
Kmart’s transformation driven by a focus on product and price range, fashion, trends and sourcing direct from suppliers changed shoppers’ perceptions of Kmart. Kmart went from a discount store that is embarrassing to admit that you shop at to department store with every day low prices that sells products that are fashionable and on trend at a reasonable price. Kmart changed the way it engaged with its customers by focusing on social media and online TV advertising. Kmart transformed shoppers’ perceptions of the budget retailer by becoming popular and fashionable which led to many shoppers sharing their purchases and love of Kmart and its products on social media in particular Instagram which has led to a burst of online communities organically sharing all things Kmart related benefiting the influencer, their followers and Kmart.
This conference paper is limited to the social media accounts and followers on Instagram relating to Kmart. Further research and case studies on social media accounts on other social network platforms could be included if there was an opportunity for a second conference paper. This conference paper was also limited to research and case studies from online news and retail websites as there was limited to no research or Scholarly articles or papers online or on Google Scholar relating to Kmart Australia and it’s associated social media, social networks or online communities. This paper does not acknowledge changes in consumer spending over all. Further research could be conducted on the effects on consumer spending with the introduction of shop now pay later apps such as afterpay, openpay and zippay and if they are a contributing factor in the increased online community activity.
References:
Powell, D. (2020). How Kmart became the ‘cool mum’ of Australia’s discount retailers. The Sydney Morning Herald.
https://www.smh.com.au/business/companies/how-kmart-became-the-cool- mum-of-australia-s-discount-retailers-20200207-p53yn1.html
Instagram. (2020). kmart_queen Instagram Account. https://www.instagram.com/kmart_queen/
Todoroska, V. (2020, January 28). ‘It Hurts Me’: Aussie Instagram Influencer Viciously Attacked Over White Doona Cover. 10 Daily.
https://10daily.com.au/lifestyle/life/a200127crina/it-hurts-me-aussie-instagram-influencer-viciously-attacked-over-white-doona-cover-20200128
Powell, D. (2020). How Kmart became the ‘cool mum’ of Australia’s discount retailers. The Sydney Morning Herald.
https://www.smh.com.au/business/companies/how-kmart-became-the-cool- mum-of-australia-s-discount-retailers-20200207-p53yn1.html
Powell, D. (2020). How Kmart became the ‘cool mum’ of Australia’s discount retailers. The Sydney Morning Herald.
https://www.smh.com.au/business/companies/how-kmart-became-the-cool- mum-of-australia-s-discount-retailers-20200207-p53yn1.html
Lai, L. (2020). How Kmart became the ‘cool mum’ of Australia’s discount retailers. The Sydney Morning Herald.
https://www.smh.com.au/business/companies/how-kmart-became-the-cool- mum-of-australia-s-discount-retailers-20200207-p53yn1.html
Powell, D. (2020). How Kmart became the ‘cool mum’ of Australia’s discount retailers. The Sydney Morning Herald.
https://www.smh.com.au/business/companies/how-kmart-became-the-cool- mum-of-australia-s-discount-retailers-20200207-p53yn1.html
Soukup, C. (2006). Computer-mediated communication as a virtual third place: Building Oldenburg’s great good places on the world wide web. New Media & Society, 8(3), 421-440.
https://doi-org.dbgw.lis.curtin.edu.au/10.1177/1461444806061953
Baldus, B., Voorhees, C. & Calantone. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985. https://doi.org/10.1016/j.jbusres.2014.09.035
Granovetter, M. (1973). The Strength of Weak Ties. American Journal of Sociology, 78(6), 1360-1380. https://www.jstor.org/stable/2776392
Sorini, M. (2016). Cut-Price Chic: Six Strategies that Made Kmart Cool. Creative Revolution.
https://www.creativerevolution.com.au/blog/cut-price-chic-six-strategies-that-made-kmart-cool
Sorini, M. (2016). Cut-Price Chic: Six Strategies that Made Kmart Cool. Creative Revolution.
https://www.creativerevolution.com.au/blog/cut-price-chic-six-strategies-that-made-kmart-cool
Sorini, M. (2016). Cut-Price Chic: Six Strategies that Made Kmart Cool. Creative Revolution.
https://www.creativerevolution.com.au/blog/cut-price-chic-six-strategies-that-made-kmart-cool
Powell, D. (2020). How Kmart became the ‘cool mum’ of Australia’s discount retailers. The Sydney Morning Herald.
https://www.smh.com.au/business/companies/how-kmart-became-the-cool- mum-of-australia-s-discount-retailers-20200207-p53yn1.html
Powell, D. (2020). How Kmart became the ‘cool mum’ of Australia’s discount retailers. The Sydney Morning Herald.
https://www.smh.com.au/business/companies/how-kmart-became-the-cool- mum-of-australia-s-discount-retailers-20200207-p53yn1.html
Satgunaseelan, A. (2017). How Kmart made ‘cheap’ cool. Inside Retail Australia.
https://insideretail.com.au/news/how-kmart-made-cheap-cool-201703
Satgunaseelan, A. (2017). How Kmart made ‘cheap’ cool. Inside Retail Australia.
https://insideretail.com.au/news/how-kmart-made-cheap-cool-201703
Koehn, E. (2017). How to follow Kmart’s lead and build a troop of your own social media influencers. Smart Company.
https://www.smartcompany.com.au/industries/retail/how-to-follow-kmarts-lead-and-build-a-troop-of-your-own-social-media-influencers/
Koehn, E. (2017). How to follow Kmart’s lead and build a troop of your own social media influencers. Smart Company.
https://www.smartcompany.com.au/industries/retail/how-to-follow-kmarts-lead-and-build-a-troop-of-your-own-social-media-influencers/
23 replies on “Kmart Themed Instagram Accounts and the Online Communities they Inspire.”
Hi Kylie,
This was a surprisingly interesting topic! Whilst I have heard of “Kmart Hacks” on Facebook I had no idea how wide the community was. What is most interesting from a communications and marketing perspective is that this all occurred organically and Kmart have embraced it and are also involving the company in the community which is a very smart marketing move.
Looking at your graph and thinking of the growth in chain department stores across Australia, I wonder why no other companies or retailers have experienced such massive online community followings?
Hi Lachlan,
Thank you for your comment. Based on the research I undertook in the time frame I had, it does certainly seem to be a uniquely Australian phenomenon that is not occurring for any other well known Australian budget retailer or Kmart USA. I do agree, if time permitted me I would have enjoyed researching other retailers online communities and how they compare to Kmart in Australia.
Hi Kylie – I too found your paper really interesting. I noticed you mainly discussed female posters, although of course Kmart sells articles for men and women. I would be interested to hear your perspective on this. Do you think Kmart mainly markets towards women or that it is women that mainly shop at Kmart, or, alternatively, do you think it is mostly women that post on Instagram in this way?
Hi Nicola,
Thank you for reading my conference paper and posting a comment. I am happy to hear you found it interesting. It was certainly not my intention to limit my discussion to female posters. At the time of researching and writing the paper that was the information I had access to and that thought did not even cross my mind. Good pick up though, had I thought of this point when writing the paper I could have discussed in more detail the points you have raised. I do think that it is the way women interact with the social media platform Instagram that impacts the number of woman and men who post about Kmart.
Hey Kylie!
Good choice of topic – Kmart is definitely something relevant to talk about as it has a large followings with both teens and mum groups. I was really excited to read your essay, as I personally enjoy the Kmart hack fails. I saw a bathtub being repurposed as a seating area (some comedy gold)! It would have been interesting to touch on the bad hacks as well as the good, but it was still a great read!
It’s also really interesting to see how well it is doing in Australia compared to North America.
I liked how you discussed the removal of the taboo to shop at budget retailers. In my opinion, Kmart spends a lot of time making cheap things look nice, and because they look visually appealing for a low price, they grow in popularity.
I also enjoyed your reference to the cult following Kmart has. I definitely agree with that, as I also sometimes feel that mummy groups have the potential to turn things into cults.
Hi AnneMarie,
Thank you for taking the time to read and comment on my conference paper. It is certainly good to hear that the topic was a great choice as I was apprehensive about writing and posting about this topic. I love to laugh at hack fails also and will have to look that bathtub seat up.
I was also surprised at how well Kmart Australia is doing compared to Kmart in the US. I had the privilege of visiting the US last year & for some reason thought shopping at Kmart in the US would be better than Australia. It did not live up to my expectations thats for sure.
I also found the points around removing the taboo of shopping at Kmart very interesting especially as this was not the case when I was growing up. I do wonder if school age children agree with this now or is it still something that is not as accepted as it was when I was at school.
Kmart has many aesthetically pleasing items in stock and their longevity is something I take into account when making purchases from there & in general when shopping. For example I would be hesitant to buy some of their electronic items and furniture and prefer to buy name brands from more reputable brands and companies. Though i do believe there is a level of planned obsolescence in almost everything sold today. Most things just don’t last as along as they used to. It would be interesting to know if how involved Kmart are in the quality of their items. Do they reduce the quality of their items on purpose? Do they know ahead of time how long items last? Does this have an impact on the price of the items or their return policy? Are all of their items high quality and it is just in the minds of consumers that the products are cheaply made?
The quality of Kmart items certainly does raise some interesting questions but it has not stopped the cult following Kmart has. #kmartlovers are onto something but how long will it last; both the cult following and the removal around the taboo of shopping at Kmart and will the quality or perceived quality of their products have anything to do with it.
Hey again Kylie!
Yeah, I think you had a great eye on identifying something that a lot of people participate in, that many of us wouldn’t have thought of writing about, as Kmart is something that is so deeply ingrained into our culture.
Hahaha definitely! Kmart Australia is a thing of beauty.
Kmart nowadays is something to connect over – someone shows up in a Kmart dress and you’re like “oh hey, is that from Kmart?” and they smile and say yes! Instant bond over that, I’ve also seen this happen with kitchens and bathrooms. It’s so visually appealing that people love buying there since it’s such a bargain for both adolescents and adults.
I agree completely with the longevity! I refuse to buy certain products from there as well for that reason, like bras and bed sheets (things that I invest in). It definitely has an impact on the rising ethical & recycling movements that are becoming more and more popular. It would be interesting to see if there are any protests of Kmart in the next few years. Would you agree with this?
Great response. It was good to read!
Anne-Marie
Hi Again AnneMarie,
Thank you again for your positive comments. I agree with what you are saying about the bond shared over Kmart. My friends and I always talk about doing Kmart runs and what bargains we bought.
I also agree that in will be interesting to see how people react over the coming years as movements such as ethical and sustainable fashion and environmental issues grow. Will this lead to protests or bring back the taboo of shopping at budget retailers? or will Kmart change to meet the demand the movements could bring?
Hey Kylie,
Great topic! Really intrigued me as I’ve seen so much about Kmart (and Target in the US) on instagram recently! I definitely agree that it has become a lot more common and accepted nowadays, especially when people see popular accounts and influencers endorsing it. Absolutely love Kmart personally and all the easy, budget-friendly DIY hacks, but the one concern I do have about it is how cheap and disposable it is…which will draw attention to whether it’s very sustainable which is the one downside. Don’t get me wrong, it’s a super convenient store, however some of the quality sometimes isn’t quite the best so unfortunately will never last too long.
Hi Melissa,
Thanks for your comment and for reading my conference paper. I agree with your thoughts on the quality of the products sold at Kmart. I am weary of some of their items and prefer to purchase furniture and electronics elsewhere. It is interesting that you bring up sustainability, are you talking about the products them selves and the effects on the environment or how long the popularity of shopping at Kmart will last or both? For me its both and I think some of the perceptions I have on the quality of some of their items might not be justified. I cant remember the last time I bought something from Kmart and it broke though some of the clothes I have bought have shrunk in the wash however that happens to items I buy from higher end shops as well. Due to COVID-19 I am currently working from home and I am in the market for a good iPhone tripod with a selfie light for video meetings. I know Kmart has one and it would be an interesting experiment to buy one and see how long it lasts and how good it is.
Hey Kylie,
I swear I had replied to this but I can’t seem to see it anywhere, apologies if it is but just hidden somewhere! I was mainly referring to the quality of the items, however the sustainability of Kmart in itself is definitely something to think about too! It is interesting to think about how long this will potentially last for; will the Kmart instagram influencers become bored of this, will there be a new craze, will Kmart be left on the shelf and forgotten about if people stop talking about all of the cheap, fun DIY hacks etc? Who knows! I can definitely agree though that some Kmart products are great…I have the small phone tripod and it is great!! Hopefully your tripod and selfie light are just as good!
Hi Kylie,
I also thought your choice of topic was unique! I liked your use of imagery to break up the content.
I had no previous knowledge this community existed. I thought it was good that you tied in Granovetter’s (1973) theory on the strength of weak ties with the growth of the community. I had a look at Kmarthackqueen’s insta account and noted that she also runs styling workshops at Kmart stores which I think strengthens this theory. What’s interesting is that the Kmart influencers don’t make money, so for Kmart is seems a win-win situation! It seems to make the company feel more authentic to me if that makes sense, as people generally seem to love the brand (even though I have concerns about the over-consumption of products). Do you think this will change as the community grows and more people become active in posting on social media?
Thanks again – I enjoyed it.
Charlotte
Hi Charlotte,
Thanks for your comments and feedback Charlotte. I recently completed a professional and academic writing course and got the idea to include images in essays from that course. I highly recommend the course especially for students studying at university level. I wish I had taken the course earlier on in my study path.
I am glad that you have pointed out the inclusion of Granovetter’s theory of the strength of weak ties as it was not included in the original draft of the conference paper.
I usually catch myself rolling my eyes at most influencers on social media especially when the product they are pushing is pretty crappy or you can tell they don’t really like the product and they are just pretending for the money. It is really off putting and I find most Kmart influencers come across as organic. I think this comes from a genuine love of the products and a genuine want to share their finds with others and the removal of the taboo of shopping at Kmart. I do think that Kmart might change their marketing strategy at some point. I wonder if the choice will be forced upon them due to a shift in shopping & consumer spending habits or a shift in the popularity or use of certain social media platforms or something else?
Hi Kylie,
Your paper had such an interesting topic. I am still questioning whether one thing or another is a network or community and I found your paper really clarified my thoughts on the matter so thank you!
I’ve noticed that “Kmart hacks” often come up in my news feeds but did not realise what a back story there was. I’m asking myself is Kmart really clever or just really lucky? The Kmart influencer community seems unique in the fact they aren’t receiving payment for posts (how refreshing) which gives them “authenticity ” which seems to be the yardstick of social media success. It will be interesting to see how companies like Kmart fare in the future. As both Melissa and Charlotte pointed out it products are made “not to last” and the sustainability issue may be a problem for them, and in a way I hope so.
I also thought your inclusions of graphics really added to the paper. I neglected to consider this while preparing my own paper and realise now how much I need to remember to do it in the future.
Regards
Katherine.
Hi Katherine,
Thank you for commenting on my conference paper and for your feedback. I am happy and intrigued to hear that my paper has made some things clearer on whether one thing is a community or a network as I am still questioning this myself. Another interesting point you raise is the authenticity that Kmart influencers seem to have. I agree that it seems to stem from the fact they are not paid. I think this is what really makes this a community rather than a network.
Hi Kylie,
I found your topic really interesting and relatable. I follow many Kmart related accounts on Instagram and am guilty of rushing to kmart to buy things which I see on such posts.
I agree that Instagram and other platforms have made shopping at Kmart seem more acceptable. I do think that maybe people have come to appriacte that Kmart sale trendy items at a lower price and because they see others become comfortable in posting, they too feel more comfortable in purchasing from Kmart and then posting about because it seems more normal than it once was.
As Melissa and Charlotte touched on, I understand that Kmart is moving in the right direction to keep sustainable. I understand that they have joined with the Better Cotton Initiative in supporting sustainable cotton and as of July 2021, 100% of their cotton sourced with be organic or reclyed. Maybe this has to do with their rise on Instagram etc. as now days most people are looking to invest into brands that are more sustainable and it may be worth considering if they wish to continue in their popularity within the online community.
Hi Kaitlyn,
Thanks Kaitlyn, I can also relate to what you have said as well. I spend a bit of time per week on the Kmart website and try to do a Kmart run at least once a week. I also follow quite a few Kmart accounts on Instagram and have even recently considered creating one myself.
The sustainability of Kmart products have popped up quite a few times in the comments and although I tend to agree in some aspects I do think that Kmart are addressing those issues and have been for quite some time however I could not think of any of the ways in which they had. Thank you for researching and posting/commenting on Kmarts Better Cotton Initiative and bringing out attention to Kmarts support and contribution to sustainable cotton.
Hi Kylie
Your paper was a great read! I love going to Kmart (always have even when it was an embarrassing place LOL). I think they have a far better marketing strategy than Big W or Target. Their products are all packaged the same way, colour coordinated according to section (homeware, toys, etc), as noted in this post I once came across on Facebook:
(2020, March 11). Shopper reveals Kmart’s secret colour code system for products. News.com.au. https://www.news.com.au/lifestyle/real-life/news-life/shopper-reveals-kmarts-secret-code-designed-to-streamline-any-shopping-experience/news-story/be4c4ca268a5a7122a4aff6e313c3244
I don’t really know of any other discount/department store that is so streamlined with their packaging… They definitely know that their customers are using social media and showing their purchases with their viewers. I love seeing the innovative ways that people use items, those billion ways that a container can be used etc! That’s where I can get lost on Pinterest for days!
For women (or even men) to gather on social media and look at someone’s haul, can be quite inspiring, to then run out and do the same! Essentially as I mentioned on Melissa’s paper, it is free marketing for Kmart, every post/photo, every tag, every video, every ‘like’ and every time that post is shared, it is a commercial for Kmart that hasn’t cost them anything, all whilst being enjoyable for the customer and their viewers.
P.S. There is just one thing about Kmart that is missing: Holly’s! It was a little diner that they used to have inside in the 80s. Childhood memories… 😛
Thanks
Indre
Hi Indre,
Thanks very much. That is a great article and something I was not even aware of, so thank you for posting it here. I too can get lost on Pinterest for days!
That is a very interesting point that you have mentioned regarding the free marketing Kmart (and other companies) receive for every ‘post’ ‘video’ ‘story’ ‘like’ ‘repost’ ‘comment’ ‘share’ etc on social media. I wonder if it could be considered a modern day version of word of mouth and if that strengthens the argument on a community rather than a network?
I wish I remembered Holly’s! was it similar to the restaurant in Harris Scarf and John Martins? They had the best milkshakes.
Hi Kylie,
I loved reading your paper – I was drawn to it as I’m also a fellow Kmart lover! I think a lot of Kmart’s success is due to how fast and efficiently they produce the current trends (fashion and interior design) at such an affordable price.
Here are some things I picked up from your paper –
– “One of the most anticipated shifts is shoppers’ attitudes when buying from budget retailers in particular Kmart. Shopping at a budget retailer such as Kmart is no longer something to be ashamed of.”
I definitely agree with this… only a few years ago people (including myself) wouldn’t confidently admit when they purchased something from Kmart but now when people ask where something was from that I’m wearing I’ll happily and proudly say “Oh, it’s from Kmart!”
In regard to the hashtag #kmartlovers – is this something that multiple accounts hashtag or is it a singular Instagram account that many contribute to?
Do you think the rise in the number of Instagram accounts dedicated to Kmart items is the reason for the rise in popularity? Or is it due to the strategic shift in the business model?
I really like how you included the screenshot of Kmart Queens Instagram, I hadn’t heard of her before but will be following! It would’ve been great to also see a screenshot of Claire’s (The Kmart Lover) Instagram or even just the specific @ handle, as there are a few accounts on Instagram that go by the same account name.
– “Kmart’s General Manager, Laurie Lai said “We know our customers were moving on to digital, social media, watching online TV, all those things. So, we went that way too.” (Lai, 2020, Para. 12).”
That is great that Kmart were able to notice the current digital marketing trends and were able to find great success in applying them to their business.
– “In 2009 Kmart, Big W and Target had an almost equal share of approx. $4 billion in sales each. Fast forward to 2019 and Kmart’s share has risen to almost $6 billion while Big W’s sales remain stagnant and Target’s sales have fallen to below $3 billion. (Powell, 2020).”
Wow, what a massive increase for Kmart, especially compared to Target and Big W. I have definitely found that I’ve shopped more at Kmart over the last few years than ever before and don’t often have the need to go to Target or Big W so whilst this increase is large, I’m also not that surprised.
– “Brands such as Kmart are happy to invest in online communities created by #kmartlovers as they provide an opportunity for engagement with long standing and new customers (Baldus, Voorhees & Calantone, 2015) leveraging both the Influencer’s followers and Mark Granovetter’s theory, The Strength of Weak Ties (Granovetter, 1973).”
What is the basis of Granovetter’s theory?
– “Kmart regularly collaborates with social media influencers and online communities such as Samantha Slater also known as Kmart Hack Queen and her followers who share a passion for all things Kmart, taking cues from influencers like Samantha and their followers to enhance their product offering. (Powell, 2020).”
Do you think Samantha would still post about Kmart even when they aren’t paying/collaborating with her?
All in all, I loved reading your thoughts on this topic and it has made me want to do a Kmart shop! Learning about some of the business model and why Kmart does some of the things they do is super interesting and furthers my respect for the brand as a whole.
Emily
Hello Kylie,
Wow, great read i must say: i didn’t notice there was a Kmart fan lovers for Social Media page. It was intriguing to read that some changes made by adapting to customers going digital is a testament for a Company looking forward and best position themselves to capture that opportunity. Having a fan base proudly professing their purchases at the store and on a bargain is a recipe for success, as this will increase more customers and act as a form of advertising powered by loyal customers. Sharing on Facebook / Instagram is equivalent to word of mouth these days, as each share on great kmart purchases will reach all the friends feed.
Thanks Kylie and interesting read.
Hello Kim
Thank you for your feedback and for commenting on my conference paper.
The following on social media that Kmart has is certainly phenomenal. I tend to agree that the sharing etc occurring on social media is equivalent to that of word of mouth.
Hi Kylie,
An interesting choice for your paper. A well prepared paper you have researched which included great examples to state your points. I’m a regular shopper at Kmart but I don’t tend to use their social media platforms. I love my bargains when shopping either in store or online. I enjoyed reading and learning along the way with an insight into how Kmart operate their social media accounts. It’s one of those stores that is popular with everyone in society. Great work on your paper.
Kaye