No love for Target at Ad Age

It’s been so long since Kmart has had a same-store sales increase that a 2% decline seems like a good thing, at least according to an Advertising Age article, which contends Target’s efforts in the recession have fallen flat.

“In contrast to its sibling Sears, which has seen same-store sales worsen since December 2007, same-store sales at Kmart have gradually risen,” according to the article. “In the most recent quarter, Kmart reported a dip of only 2% compared with 4% drops at Walmart and Target. While Kmart is certainly lapping weaker results than its competitors, the boost it’s seeing as a result of the recession is undeniable.”

For starters, Walmart’s first quarter comps increased 3.6% and Target’s declined 3.7%. And a 2% decline at Kmart can only be considered a boost from the standpoint that it is less worse than the mid and upper single digit comp declines the company experienced for much of this decade. Even so, the article asserts, “clearly, Kmart is doing something right. So what’s the secret? First, its messaging doesn't revolve around price. A value message is essential, of course, but Kmart's not going to tussle with Walmart. That’s a smart move, considering Walmart is the undisputed low-price leader, and Target’s me-too efforts have largely fallen flat.”