Kmart connects with customers in the great indoors

The budget retailer's expanding furniture range is now presented online in 'masterclasses' on styling interiors

Kmart has joined other retailers by invigorating its online content to engage customers with a series of ‘masterclasses’. The classes also market its expanding furniture range – another response to customers’ increasingly indoor lives. 

Following the retailer’s launch of its ‘online exclusives’ furniture range late last year, it has run five free masterclasses across living and apparel lines. It was a response to the indoors and working-from-home life demanded by Covid. Online exclusives enable the retailer to sell bigger pieces for indoor and outdoor and to offer full-room solutions. And the range continues to expand. 

“We wanted to better connect with and inspire Australians with affordable, on-trend home styling solutions they could incorporate into their homes as they spend more time indoors”, said a Kmart spokesperson.  

Rival retailer, Big W, and fashion and beauty retailers, Cue and Mecca, also got busy connecting digitally with customers during Covid. Big W started listening closely and responding to customers on Facebook and Instagram with initiatives such as ‘Big Days at Home’, which used Facebook Live and partnerships with family-friendly celebrities to win almost 70,000 views in its first week. 

Mecca pivoted by taking its signature in-store experiences such as ‘Meet the Founder’ and ‘Beauty Lab’ as well as its team all online to customers through Zoom and livestreaming. When Cue closed its fashion shops, the chain bridged the gap left in the streets with video-based styling with Cue staff on Zoom. The service was so successful, it was later extended to stores. 

Kmart’s 10-minute classes follow the launch late last year of an expanded furniture range to include larger-size styles for all rooms in the home. These online exclusive are supported by online content and social media strategies. 

The August masterclass, which coincided with a homewares and furniture range inspired by Australian flora, fauna, people and places, was led by interior decorator, Nicole Rosenberg. In the class, Rosenberg was joined by Kmart furniture buyer, Nic Holmes; laundry and storage buyer, Jess Roche; and senior designer, hard goods, Sarah Smith.  

The interiors masterclasses topics have included interior styling, decluttering, styling with potplants. Class viewers also  hear from members of the Kmart community who have overhauled their favourite living spaces using the tips and tricks shared by masterclass experts. 

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