Kmart to drop sales promotions in favour of ‘everyday low prices’ marketing strategy

Kmart Tyre & Auto Service

Kmart Tyre & Auto has launched a new “everyday low prices” marketing strategy, moving away from promotions to constant lowered prices.

Universal McCann developed the media strategy and launch while MJW developed the creative side. The brand is owned by Wesfarmers, which also owns Coles, which moved to the everyday low prices proposition about three years ago.

The strategy will be implemented through the Kmart catalogue, local flyers, advertisements in metro and regional press, radio, digital advertising and EDMs, with the tagline ‘No sales. No catches. Just low prices that stay low’.

The new marketing strategy comes just one year after the company’s rebranding, which saw a refresh of the Kmart Tyre & Auto Service logo, website and retail outlets. Soon to follow will be a digital strategy seeing the brand embrace social media, such as Twitter and Facebook.

Tony Skallias, General Manager of Marketing for Kmart Tyre & Auto Service said: “For years, perhaps even decades, the tyre industry has engaged in high-low pricing tactics, using short term promotions to drive sales, only to revert back to high prices at end of the event. The reality is, customers don’t always need tyres during promotions and often have to make a purchase at the high point of the pricing cycle.”


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