Staff -- Home Textiles Today, 11/18/2002 12:00:00 AM
Kmart unveils new holiday campaign
Planning to tap broadcast and weekly newspaper print advertising, in-store promotions and community grass roots initiatives, Kmart unveiled its new holiday marketing campaign. The new "Get More Gifts, Spread More Cheer" program kicks off with national television commercials that began airing on Nov. 17. Television commercials and a recently redesigned weekly advertising circular will focus on driving traffic and sales by featuring the hottest gift ideas and product categories of the season. To be seen in national cable and network outlets, the 15- and 30-second commercials will also highlight in-store sales events and promotions.
Kohl's, Wal-Mart get high marks
Kohl's and Wal-Mart were the highest scoring retailers in a survey by J.D. Power & Associates measuring how well the nation's largest moderate-price and discount department stores, respectively, are satisfying their customers. On a customer satisfaction index scale ranging from 100 to 1,000, Kohl's ranked highest among moderate-price department stores with an overall index score of 750. Following Kohl's in the rankings were JCPenney (736), Mervyn's (735) and Sears (733). Wal-Mart ranked highest in the discount department store segment with an overall index score of 756. Following Wal-Mart were Target (744) and Kmart (681).
Ikea continues TV ad campaign
Ikea is entering the second phase of its year-long "Unboring" marketing campaign with a series of TV ads to begin airing nationally on Nov. 18. The new ads, directed by "The Royal Tenenbaums" writer/director Wes Anderson, dubbed "Kitchen" and "Living Room," use humorously frank family discussions to show that life is unboring and so is shopping at Ikea, according to the company. The spots will air during prime time, some early morning slots and during highly rated TV shows, such as NBC's "Friends", "Will and Grace" and "Frasier."
The ads are concentrated in Ikea store markets such as New York, Los Angeles, Chicago, San Francisco and Philadelphia and exclude Ikea franchise markets in Seattle, San Diego, and Houston.
Wal-Mart expects solid holiday sales
Wal-Mart Stores anticipates a good holiday season this year, though "the increase in spending is less than all of us would like," said Lee Scott, president and ceo, during its third quarter conference call. "We expect to get our share, or hopefully a little more, and expect to report a good quarter."
Tom Schoewe, cfo, stated that the Wal-Mart division achieved rollbacks of $7.3 billion by the end of the third quarter, putting it on track to its goal of $10 billion for the year.
We would love your feedback!