DISCUSSION
The RetailWire Christmas Commercial Challenge: Kmart vs. Walmart
Written by George Anderson
Source: Kmart "Disguise"
According to forecasts — most notably those from the National Retail Federation (NRF) and the International Council of Shopping Centers (ICSC) — the 2016 Christmas selling season promises to be a good one for retailers. With Thanksgiving just a little over a week away, retailers are taking to the airways and going online with their holiday commercials.
Throughout the rest of the 2016 holiday selling season, the RetailWire Christmas Commercial Challenge (now in its fourth year) will offer up ads from two different retailers on a weekly basis for you to critique. In the end, we will collect the head-to-head winners and let you decide which company has done the most effective job of communicating its holiday message(s) to new and core customers.
To kick off this year’s challenge, we offer two spots for your viewing pleasure (or not) from Kmart and Walmart. The Kmart commercial uses two familiar-looking characters to emphasize product variety, rewards program perks and layaway values. Walmart’s spot introduces us to its new holiday helpers and the role they will play in making shopping its stores more enjoyable this year.
PLEASE VIEW THE ADS AND VOTE IN THE INSTANT POLL TO THE RIGHT.
Kmart "Disguise" Walmart "Holiday Helpers"