I had been a manager 12 years with Kmart. I now work in a different industry. My family was brought up on Kmart in its heyday in the 70's and 80's. I personally worked in the area of store development and openings. As great as Eddie is in keeping kmart alive....he missed the boat on 3 things..
1-IDENTITY-the kmart idea was based on value at a low price. Before Walmart got huge..kmart was the leader. For 20 years the kmart slogan was 'the saving' place'. I remember when that used to even be on the building next to the kmart sign. Go on you tube and see the old commercials!
Once Walmart passed them up..they gave up on the saving place.,...they have an identity issue. So many things in life have gone 'retro'..why doesnt kmart bring back their slogan, back in the day of where's the beef.....and the others....people still know this slogan 20-30 years later.
Since the mid nineties..kmart has no image..let people know its the saving place. again...value at a low price..this can still be done with martha, jaclyn, sesame street, joe boxer, and the others...
kmart does not have to be the biggest.....they need to just go back to there roots..the way SS Kresge started it...
2-STORE REMODEL-Eddie is wrong to say he will only invest in a store remodel if he has a return on his investment....there are so many stores out there that need a facelift, inside and out....
he has lost market share...part economy, part walmart. But the biggest part is he has negelected the stores appearance...people wont go in them. Some communities have such a run down kmart in them....that people feel kmart does not care about them at all. First we closed stores...leaving bitterensss...then we neglect the stores still open , and people feel like kmart does not want to be a part of its community. Its not the staff...they are great..its the decison to take years and years to renovate stores. example..Sheboygan Wisc..Janesville, Wisc...both with brand new super walmart centers..the store is so run down, so bad....appearance wise.....its a black eye on the company. It should close only if they wont fix it up. I challenge eddy to go there on a surpirise visit...he will see what his stores all over the country look like that have not gotten the makeover. People want to know kmart cares about their community...and it seems they dont care when a store like that is neglected year after year.
3-SEARS--a few years back..Kmart bought Sears, changed the company name to Sears Holdings. After 3 years or so...they still struggle. they said they were stopping sears essentials...converting to Grand.....then why are there still Sears essentials out there? We have Sears, Sears Essentials, Sears Grand, kmart, super kmart. Why 5 different store types. The conversion ot sears didnt work..why not go back to kmart as the foothold..not sears?
maybe they should have sears....kmart.....and SK.....which is both.....and lose the essentials stores, the Grand Stores, and the super kmart stores.
have 3 store divisions:
1-Sears-a sears store with mild cross branding merchandise of kmart.
2-kmart-a kmart store with mild cross branding merchandise of sears.
3-SK--larger buildings that house all sears and kmart products..
essentials didnt work
grand didnt work
dont be so quick to give up on kmart!! use it
All this talk about converting some kmarts to sears....
why not convert some sears to kmart? 1 SK store in a mall, with pharmacy,, grocery, auto care, etc....would have to be a huge hit in a mall...since malls are slowly dieing.....I have to wonder what a SK store..a sears/kmart full mix..would do for a mall..and for Sears holdings...
example..madison wisconsin closed all 3 kmart stores. yet they have 2 sears. east side and west side. Why not omne kmart, and one sears?
If kmart went back to their roots..i have to believe so much that people will remember, and return.