Kmart promotes fun, fitness, loyalty

Kmart is launching a new social media campaign called “Fit in the Fun” that promotes the enjoyment of healthy activities while also engaging members of its Shop Your Way loyalty program.



The program includes a dedicated Fit in the Fun website as well as a #FitintheFun hashtag campaign. In addition, celebrity fitness instructor Jillian Michaels (who has an established relationship with Kmart) offers online tips and also sells branded merchandise on the new site.



To promote social engagement, Kmart will reward the first 200 Shop Your Way members who post their wellness-inspired photos or videos to official Kmart social channels (tagging #FitInTheFun #ad and @Kmart) with a $25 gift card. Kmart is also tying the promotion to the brick-and-mortar channel with special Fit in the Fun discounts and Bluelight Specials, as well as free health/wellness giveaways, in stores.



Fit in the Fun reflects two growing ominchannel trends. First, retailers of health and wellness products are trying to become more involved in consumers’ daily lives with engagement programs tied to social media and even personal fitness and mobile devices.



Second, retailers of all types are increasingly realizing there are many “soft” benefits from social campaigns, such as increased brand awareness and visibility, worth pursuing. And of course driving store traffic and sales is a nice bonus if you can get it.