Building Consumer Centricity For Kmart

CLIENT
Kmart

INDUSTRY
Retail

SERVICES
Online Community

CHALLENGE

An online Kmart shopper community (Kmart Conversations) was established in 2017 and has been growing in usage ever since. This has been in part due to increased efforts to establishing a closer working relationship between Customer Insights team and key Marketing and Merchandise stakeholders, and a growing stakeholder thirst for customer voiced insights.​

Initially, Kmart’s online shopper community was developed in partnership with another software company, however, usage and management of the community was not successful due to technical/functional limitations.

APPROACH

Set up an online community that:​

• Provides the Kmart team with ongoing access to Kmart customers​
• Deliver real time research into attitudes and behaviours across various topic areas including customer, brand & communication, product and experience​
• Expose various stakeholders throughout the business to Kmart customers

SOLUTION

T garage partnered with the Kmart Customer Insights team to unlock consumer centricity further for Kmart by developing an online community with around 9,000 customers across Australia that’s agile, iterative and longitudinal. The community offers a wide range of research tools that are used to deliver strategic and tactical research across both Marketing and Merchandising projects within the business. ​