Kmart sent out a very unusual email to Shop Your Way Reward customers on Monday, Feb. 25. The email had the subject line, "Your Weekly Top Ten Deals Have Arrived!' Upon opening the email, the recipient, who has registered for Kmart coupons, deals, and bonus programs, was probably a little perplexed at the random assortment of items featured, offered with free shipping for purchases over $50.
The first item that hits the eye, immediately under the email banner is a plus-size Roman Goddess costume for $79.99. While this would qualify for free shipping, what would you use this for during the last week in February?
There are also some earrings, a set of cookware, a bedspread, a pillow, a food processor, a television, and a swing set. But, also catching the puzzled customer off guard, is another very odd, random item: an Indiana Jones costume sword. Yes, for only $14.90, at the end of February, Shop Your Way Rewards customers can order a plastic sword described as follows from Kmart.com:
Very similar to the one used in the film. Plastic sword with metallic detailing. 20 1/2 inch long, 15 1/2 inch blade.
Kmart, an old-school retailer, has worked very hard to bring itself into the new age of Internet and social media. They provide services that most other stores do not do. For instance, they offer you the option of having your receipt emailed to you instead of or in addition to the traditional receipt.
The Kmart Shop Your Way Reward card integrates the traditional store and the online services in a way that other stores haven't mastered yet, creating a more seamless shopping experience. The card contains records of your purchases, so a receipt is not necessary for a return.
This email campaign, however, shows that some of the kinks may not be worked out yet! It brings to mind the phrase, "What were they thinking?"