“We make low prices irresistible” or “Live Big for Less”

Hello everyone!

For today’s post I thought I would step away from the fast food industry and focus on 2 major discount stores in Australia, Kmart and Big W. Kmart and Big W are almost identical when it comes to what they sell and their purpose. They sell everything from pet toys and electronics to furniture and clothing at supposedly low prices.

Kmart and Big W are in constant competition with one another. Throughout the years each store has gone through major developments and implemented new advertising techniques in order to outdo each other.

Over the years Kmart has worked on looking less like a ‘discount store’ and more like a ‘department store’. Kmart have changed their image to appear more ‘high-end’ whilst still maintaining their low prices. Lately Kmart have tried to appeal to a younger audience with their use of upbeat music and young actors in recent commercials.

More recently Big W has implemented some major developments in order to try and outdo their competitors these include:

• In 2007 a Big W underwent a $1 billion makeover, transforming the format of the store, slogan and logo. 
  

                              Old Logo (logos.wikia.com)  

• The July ‘Giant toy spectacular’. During this time some stores are open until midnight.

• In 2014 Big W introduced their every own party store.

• In 2013 Big W recruited Modern Family’s Eric Stonestreet to star in various commercials, including one for the “Giant toy spectacular’. 

                                      (m2.facebook.com)

• In order to compete with Kmart’s ‘high-end’ look Big W teamed up with designer Peter Morrissey to create apparel lines exclusive to Big W.

Overall, Big W has definitely stepped up its game when it comes to advertising from spending billions of dollars to recruiting celebrities. It will be interesting to see what other developments are in store for Kmart and Big W in the future. 

By: Carla