Ailing Kmart Corp. this week breaks the first phase of a new initiative aimed at retaining ethnic shoppers, which make up 39 percent of the chain's 30 million weekly customers.
Maintaining ties with ethnic groups--especially African-Americans and Hispanics, who represent 32 percent of all shoppers--during the chain's Chapter 11 reorganization is "a crucial element in [our] growth and success," says senior vp-marketing Steven Feuling.
The effort launched yesterday with TV and radio spots targeting African-Americans featuring singers Chaka Kahn and BeBe Winans and created by Southfield, MI-based Don Coleman Advertising. Hispanic-focused creative, including spots starring singer Jose Feliciano, break next month. Troy, MI-based Kmart also is developing national sponsorships and grassroots components, according to a statement.
