Analyzing the Digital Target Audience of Kmart

This report analyzes the digital target audience of Kmart, the low-priced chain of retail stores from Australia. It profiles unique personas, provides an overview of their typical journey, and offers recommendations for marketing to digitally-based target personas.

Running head: GLOBAL DIGITAL MARKETING
GLOBAL DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

1GLOBAL DIGITAL MARKETING
Executive Summary
The main focus of this report will be to analyze the digital target audience of Kmart, the low-
priced chain of retail stores from Australia. This audience may include customers and non-
customers of the brand, and will use a range of available information sources provided by the
organization. An analysis will be provided on the broad digital market audience of Kmart, to
profile the unique personas. From the details of the profiles, a target audience statement will
be developed that will help to broadly summarize each persona. For each of the persona, an
overview of their typical journey will be given. And at last, recommendations will be
provided to the organization of Kmart for marketing themselves to the target personas, who
are digitally based in various platforms. This report will help to get a detail about the
audience of the organization of Kmart who are digitally placed across different locations of
Australia.

2GLOBAL DIGITAL MARKETING
Table of Contents
Introduction................................................................................................................................3
Overview of the Organization....................................................................................................3
Digital Target Audience of Kmart.............................................................................................3
Characteristics of Digital Audience...........................................................................................4
Person 1..................................................................................................................................4
Person 2..................................................................................................................................5
Target Audience Statement........................................................................................................6
Overview of the Journey............................................................................................................7
Recommendations and Conclusion............................................................................................7
References..................................................................................................................................9

3GLOBAL DIGITAL MARKETING
Introduction
The main aim of this report will be to analyze the digital target audience of Kmart, the
low-priced chain of retail stores from Australia. This audience may include customers and
non-customers of the brand, and will use a range of available information sources provided
by the organization. An analysis will be provided on the broad digital market audience of
Kmart, to profile the unique personas. From the details of the profiles, a target audience
statement will be developed that will help to broadly summarize each persona. For each of
the persona, an overview of their typical journey will be given. And at last, recommendations
will be provided to the organization of Kmart for marketing themselves to the target
personas, who are digitally based in various platforms. This report will help to get a detail
about the audience of the organization of Kmart who are digitally placed across different
locations of Australia.
Overview of the Organization
Kmart Australia limited is a chain of retail stores from the country of Australia which
was established in the year of 1969. The organization has their presence in almost 228
locations across the regions of New Zealand and Australia. They are owned by Wesfarmers.
The headquarter of the organization is located in Mulgrave, Melbourne. They are a chain of
discount of department stores where merchandises like photographic equipment and
developing, home entertainment goods, sporting goods, kitchenware, stationery,
confectionary and others are sold (Riemer et al 2014).
Digital Target Audience of Kmart
It is widely accepted that people are becoming more tech-savvy, mainly due to the
advancement of technology. It has been found in the recent studies that the organization has

4GLOBAL DIGITAL MARKETING
received a major boost when it was heard that Wesfarmers are willing to purchase the e-tailer
organization Catch. The new positioning as well as the new brand positioning of the
organisation is for the customers, who can be made aware through digital platforms about the
low prices for life campaign along with other offerings and discounts (Bailey 2016). The
organization has identified that the lower priced products available in their retail stores across
the region. The fresh positioning has been formed to execute the customer purchase cycle
throughout the system which includes broadcast and targeted channels. Their digital target
audience includes people who are on closed groups on Facebook, the member counts more
than 100,000 (Demirkan and Spohrer 2014). The obsessed fans share the news of discounts
along with the details of the fresh arrivals of different types of products in their retail stores.
The organization has attracted the society consisting of people who belong from the middle-
class society. People who from all age group visit this retail chain, but most of them belong
from the middle age group, who visit at least once in a year in those retail outlets and
purchase the products according to their needs and requirements (Patrutiu-Baltes 2016).
Characteristics of Digital Audience
The organization of Kmart has their presence in the social media platforms of
Facebook, Instagram and YouTube. As already discussed, modern generation is becoming
more tech-savvy. Hence, it becomes easier for the organizations like Kmart to target their
audience by the help of different social and digital media platforms (Roberts et al 2015). The
characteristics of Kmart's broad digital target audience to profile unique personas are as
follows:

5GLOBAL DIGITAL MARKETING
Person 1
Name: Max Tennyson
About Him: Visits the store of Kmart at least once in a month to check the new and
innovative electronic gadgets as fresh arrivals, which mainly includes the gaming cd’s and
other gadgets like headphones and gaming stickers available in the outlet
Age: 35
Location: Sydney
Occupation: Service
Primary languages: English
Time of online: Whenever free
Interests: Mainly on the electronic products available in the market place

6GLOBAL DIGITAL MARKETING
Goals: To become a senior leader in the organization where he works, love to play
cricket, football and tennis in online and offline games
Brands he loves: Samsung, Medley and others
Influencers he follows: The official social media handles of the organization of Kmart
along with the key people associated with the organization
Social media Platforms He use: Facebook Twitter and Instagram
Person 2
Name: Stephanie Waugh

7GLOBAL DIGITAL MARKETING
About Her: Visits the store of Kmart once in two or three months to check fresh
arrivals of women clothing and beauty products, which mainly includes different kinds of
denim jackets, leggings, blazer, jeans, shirts, shoes and various kind of cosmetic products
Age: 40
Location: Melbourne
Occupation: Senior Vice-President of a multi-national organization
Primary languages: English, French
Time of online: Mainly in the morning and evening
Interests: Clothing, Shoes, Accessories and Beauty Products
Goals: To become the President in the organization where she works, love to interact
with different kinds of people and stay updated about the current affairs
Brands he loves: Nothing in particular
Influencers she follows: The official social media handles of the organization of
Kmart along with the key people associated with the organization, as well as the social media
pages of her own and various kinds of clothing and beauty products’ official online accounts
Social media Platforms She use: Facebook Twitter and Instagram (An, Kwak and
Jansen 2017)
Attributes Persona 1 Persona 2
Name Max Tennyson Stephanie Waugh
Age 35 40
Location Sydney Melbourne
Primary languages English English, French

8GLOBAL DIGITAL MARKETING
Time of online Whenever free Mainly in the morning and
evening
Interests Mainly on the electronic
products available in the
market place
Clothing, Shoes,
Accessories and Beauty
Products
Goals To become Senior Leader To become Vice President
Target Audience Statement
From the above discussed persona of two regular customers of Kmart, it can be
clearly stated that the digital targeted audience of the organization comprises the people from
different background. The target audience statement helps the marketing department of
Kmart to develop messages that will be highly focused to the people of the region of New
Zealand and Australia, and who might not be the customer of them, which speaks about the
basic needs and requirements of the target market segment of the organization (Fisher 2015).
The audience persona of Kmart can be described as a male aged 35, who live in Sydney, and
like to visit the store mainly for the electronic products which are available in the market
place, and the influencers followed by him are the official social media handles of the
organization of Kmart along with the key people associated with the organization. This is for
the first audience, and the same can be described for the second audience, which describes as
a female aged 40, who lives in Melbourne and like to visit the retail chain outlet in search for
clothing, shoes, accessories and beauty products, and influencers followed by her are the
official social media handles of the organization of Kmart along with the key people
associated with the organization, as well as the social media pages of her own and various
kinds of clothing and beauty products’ official online accounts. Through these target

9GLOBAL DIGITAL MARKETING
audience statements, it can be seen that the demographic segmentation of Kmart varies from
person to person and from place to place. The behaviour of the targeted segment towards a
product can also be viewed by the organization of Kmart and they can stock their products
according to the preferences of their targeted segment of people.
Overview of the Journey
As discussed earlier, Kmart is the retail chain who provides the product in a low price
than its competitors, and this is one of the major reasons of visiting the retail outlets for at
least once in a year. For the persona one, the journey seems to be more interesting as he visits
the store at least once in a month to check the new and innovative electronic gadgets as fresh
arrivals, and do not prefer to go to some other place as he is able to see and purchase a
various kind of products under one roof, which are available at more affordable price than the
competitors of Kmart. Likewise, the journey of second persona is also interesting, as the lady
visits the store of Kmart once in two or three months to check fresh arrivals of women
clothing and beauty products and able to see a huge range of clothing, accessories and beauty
products under one single roof (Rasmussen 2018). She does not have to visit different outlets
for clothes, accessories and beauty products. Kmart also provides a decent customer service
inside the store, and solves various kind of queries, like whether the exact size of the apparel
is available in the store or not, or whether any other colour is available in the section of
headphone or not. These kinds of queries are decently solved by the employees of the
organization, and provides a competitive edge over others in the retail market place
(Caballero, Moreno and Seffah 2014).
Recommendations and Conclusion
From the above discussion, it can be identified that the organization of Kmart has
already gained a competitive edge over its rivals, mainly on providing the products at a low

10GLOBAL DIGITAL MARKETING
price. But to engage the targeted segment towards their product, Kmart need to introduce
themselves on the platform of Twitter, so that the people who uses Twitter mainly or most of
the time can also be targeted and turn them into prospects. Attractive events can also be
conducted online where the targeted people can take part and the winners will be able to get
flat discounts on selected items or a wide range of items on their next visit on the outlet. This
will help the organization to attract more people towards them and earn revenue at a decent
rate.

11GLOBAL DIGITAL MARKETING
References
An, J., Kwak, H. and Jansen, B.J., 2017, July. Personas for content creators via decomposed
aggregate audience statistics. In Proceedings of the 2017 IEEE/ACM International
Conference on Advances in Social Networks Analysis and Mining 2017 (pp. 632-635). ACM.
Bailey, M., 2016. Marketing to the Big Middle: establishing Australian discount department
stores. Journal of Historical Research in Marketing, 8(3), pp.416-433.
Caballero, L., Moreno, A.M. and Seffah, A., 2014, September. Persona as a tool to involving
human in agile methods: contributions from hci and marketing. In International Conference
on Human-Centred Software Engineering (pp. 283-290). Springer, Berlin, Heidelberg.
Demirkan, H. and Spohrer, J., 2014. Developing a framework to improve virtual shopping in
digital malls with intelligent self-service systems. Journal of Retailing and Consumer
Services, 21(5), pp.860-868.
Fisher, E., 2015. Class struggles in the digital frontier: Audience labour theory and social
media users. Information, Communication & Society, 18(9), pp.1108-1122.
Hill, A., 2013. Good Faith: Enforcement in Australia. Int'l J. Franchising L., 11, p.29.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy.
Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), p.61.
Rasmussen, L., 2018. Parasocial interaction in the digital age: an examination of relationship
building and the effectiveness of YouTube celebrities. The Journal of Social Media in
Society, 7(1), pp.280-294.

12GLOBAL DIGITAL MARKETING
Riemer, K., Gal, U., Brunk, J., Gilchriest, B., Ord, R. and Tong, J.A., 2014. Australian
Digital Commerce: Now is the time for Australian Retailers to Address the Customer
Engagement Gap. University of Sydney, Business School and Capgemini.
Roberts, K., Roberts, J.H., Danaher, P.J. and Raghavan, R., 2015. Practice Prize Paper—
Incorporating Emotions into Evaluation and Choice Models: Application to Kmart Australia.
Marketing Science, 34(6), pp.815-824.