Beating out Big W and Target.
Kmart is ahead of the competition when it comes to home product purchases including homewares, manchester, mirrors, baby and nursery, furniture, plants and garden accessories.
One-in-five consumers (19.9%) shopped at Kmart for home products in an average three months in 2019, according to the latest Roy Morgan research, inching ahead of fellow department stores, Big W and Target, as well as Ikea and Harvey Norman.
In the last five years, Kmart has increased its share by 9.4% points, while Big W has declined 2.2% and Target has dropped by 4.1% points.
The quintessential Kmart shopper is Millennial, female, aged in her 30s, working full time in a white collar job or on home duties with young children.
Roy Morgan CEO, Michele Levine said the performance of Kmart in recent years is a shining example that traditional retailers can be extremely successful, despite the surge in online retailing.
“Kmart is going from strength to strength in the home products market and now a fifth of home products customers shop at Kmart. Its performance is even more noteworthy when compared to the online retailers which many have suggested will sweep all before them.”