Kmart releases latest furniture products with AR and chatbot retail experience

Latest campaign is part of the retailer’s renewed brand position and strategy that launched in 2019

Kmart has released its latest Online Exclusives products, part of a move to broaden this product range which debuted last year. And it's tapping AI and chatbot functionality to drive consumer demand.

The retailer's ambition is to continue expanding this offering and provide customers with greater access to larger format Australian designed homewares.

Following the initial launch, where styles were released as a test and learn, the range now comprises over 155 lines across furniture, bedding, rugs, nursery products, outdoor and fitness equipment. Kmart has again added an augmented reality (AR) component, allowing 48 of the products to be visualised in a customer’s home using an AR-compatible smartphone. It also has the KBot assist, a conversational artificial intelligence (AI) chat assistant that answers product-related questions and provides product recommendations that are also viewable in AR.

Kmart head of digital marketing, Melissa Wong, said KBot has been well received and it is the right time to extend this immersive engagement for its Online Exclusives range.

“It elevates the customers shopping experience by getting close with our products virtually and offering AI conversational assistance along the way to help our customers make an informed product selection and purchase," said Wong. "We’re super excited on what’s coming around the corner with KBot as we look to expand this immersive experience to our other product lines."

The AR experience and the chatbot were launched last year and are part of Kmart’s bid to develop a cutting-edge customer experience that helps drive demand for its product range. The KBot solution integrates with Kmart’s existing Oracle Cloud CX digital marketing technology, enabling customers using KBot to sign-up to stay connected with the latest Kmart news and product announcements. The native voice capability in the Oracle Digital Assistant converts speech to text to offer better accessibility for Kmart customers.  

This latest release comes after the budget retailer launched a new overall brand positioning and campaign using the tagline ‘Low prices for life’ in 2019, which aims to put the customer at the centre of its strategy. Created in partnership with BWM Dentsu, the campaign highlighted the retailers commitment to low-priced products, with a focus on celebrating the joy customers feel when engaging with the brand in their everyday lives.

The brand positioning was designed for the entire customer purchase cycle, from broadcast and targeted channels, to owned Kmart communications assets and in-store. Kmart felt is was the right time strategically to renew its brand promise to provide the latest low-price products.

General manager of marketing at Kmart Australia, Laurie Lai, said Kmart wanted to celebrate the role lower priced products play in people’s lives.

“Kmart’s ‘We make low prices irresistible’ proposition had carved out a highly distinctive, branded and adaptable platform over the years. But with household budgets tightening, we knew it was time for the Kmart brand and, by extension, our brand expression to evolve,” Lai said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in