Kmart Kit Helps New Moms

Share this content:
Kmart Corp., Troy, MI, distributed more than 45,000 Cosas para Bebe kits to expectant and new Hispanic mothers last week as part of a pilot program to help Hispanic mothers have healthy babies.


The kits contain health information from the March of Dimes along with money-saving offers on brand-name products at Kmart. Available in Spanish and English, the kits were distributed at 160 Kmart stores in 11 Hispanic markets.


Following the launch of Kmart's Spanish weekly ad circular and La Vida, a Spanish-language lifestyle and entertainment magazine, the Cosas para Bebe program is another element in Kmart's strategy to reach out to a more diverse customer base. La Vida debuted Sept. 15 and reaches more than 10 million Spanish-speaking consumers in the United States monthly.


The kits were highlighted through in-store signs that called out "Wee Stuff that's FREE Stuff!" The signs pointed customers to the service desk or pharmacy counter of participating stores to register for their free baby kit.


The kit included coupons from brands such as Gerber, Kimberly Clark, Mead Johnson and Ross Products. With the kit, moms received a book sponsored by Huggies, "Caring for Your Baby & Young Child, Birth to Age 5," available in English and Spanish.


To receive a kit, customers complete a brief information card about their family, such as name, address and when their baby is due. Spokeswoman Susan Dennis said Kmart will use this information "for a direct mail component some time in the future, where we will mail special offers to those customers who have signed up for the kit."


Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here