Power Tools and NASCAR: It’s a Kmart Guy’s Thing

Discussion
May 27, 2005
George Anderson

By George Anderson


Kmart is looking for more than a few good men for Father’s Day and beyond.


The retailer is directly targeting male shoppers with dual Craftsman and NASCAR displays in 300 Kmart stores for the holiday. The company is looking to build on Craftsman’s status as the “official tools” of NASCAR and will expand beyond the initial Kmart locations should this promotion prove successful.


Moderator’s Comment: Is Kmart getting its fair share of male shoppers? What will bringing in more men mean for the retailer? What are your thoughts on
the Craftsman/NASCAR pairing?

George Anderson – Moderator

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7 Comments on "Power Tools and NASCAR: It’s a Kmart Guy’s Thing"


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David Livingston
Guest
15 years 9 months ago

Kmart is getting its fair share, which isn’t much. Kmart is still operating stores at such low sales levels, I just can’t take them seriously. If they were any other retailer, the stores would be closed. Based on individual store sales, the very best Kmart is not even at the level of an average Wal-Mart. To me, this latest promotion is just window dressing to give the appearance that Kmart is still in business.

Ryan Mathews
Guest
15 years 9 months ago

I don’t know enough about Kmart’s shopper demographics to comment on the first part of the question but Craftsman/NASCAR is a powerful draw. The question is, is it enough of a draw to get men to stop shopping at Sears and start shopping at Kmart?

Martin Foley
Guest
Martin Foley
15 years 9 months ago
The local Kmart, is a former BigK which has been converted to a Kmart prototype “test” store with an orange facade. In June, 15 miles from here, the first Sears Essentials converted store will be opening. Yes, the local Kmart prototype store has lower shelving, mannequins, some furniture in addition to outdoor furniture and 8 full aisles of Craftsman tools. And for the life of me, I don’t see where the local demographic is going to buy a $1300 multi-shelved rolling tool cart from this Kmart, especially when there is a Sears mall store 5 miles east, and a Home Depot 3 miles west, and a high volume Wal-Mart 2 miles west of the newly converted prototype Kmart. Sure Nascar/Craftsman is a powerful alliance, but how is Sears Holding going to promote it? Are they going to repeat the unsuccessful strategy of Charles C., aka Chuck Conaway, by having only instore promoting, replacing 38,000 wobblers every month? If yes, with the Sears/Kmart shrinking customer base, who is going to know about it? Will there be… Read more »
Michael L. Howatt
Guest
Michael L. Howatt
15 years 9 months ago

Kmart should be happy getting anyone in their stores these days. So why would I go to Kmart to buy Craftsman tools when I usually get them at Sears? I don’t care if the two are in an unholy marriage. Is NASCAR a draw for me? I think not. Now, make the tools available at a big discount and I won’t need to see a NASCAR tie-in. Alas, Kmart is once again spending money they don’t have on a frivolous promotion.

Tom Zatina
Guest
Tom Zatina
15 years 9 months ago

Obviously NASCAR, as well as Craftsman tools, is a powerful draw for many fathers. I do not know the numbers but my observations tell me that Kmart does NOT get a lot of regular men shoppers now. So, getting more fathers to stop in a Kmart makes a lot of sense.

Craftsman is still a strong brand for the tool crowd, and especially so for fathers that like to fix things.
And NASCAR has become one of the most attractive groups with which to develop promotions. Together, they will draw some increased interest.

M. Jericho Banks PhD
Guest
M. Jericho Banks PhD
15 years 9 months ago

Those of us who’ve spent time in Kmart’s old HQ in Troy, MI, remember the NASCAR cars that used to be displayed in the small parking lot in front of the building. This relationship goes back several years, and the addition of Craftsman tools is icing on the cake. (Unfortunately, Kmart no longer features Penske Auto Centers.)

I started my first bidness while in college in the late 60s, and S.S. Kresge was my first customer. Drove from Topeka to Chicago to make my pitch, and they bought! Kmart will always have a place in my heart, so I’m rooting for them.

keith taylor
Guest
keith taylor
15 years 9 months ago

I work for Sears in Oklahoma. I think the addition of the Craftsman line to Kmart will definitely be a draw for that demographic. I hope that someone on the Kmart side of SHC (Sears Holding Corp.) doesn’t lose sight of the fact that our most loyal customers at Sears expect excellent customer service. At my store, most of our salespeople excel when it comes to product knowledge. It can’t be like quite the same old “let ’em come in and wander around” mentality. It’s great to get the customer in the store, but it’s service, service, service that keeps them coming back. Good luck to the “blue light” guys (and gals).

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