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Layaway: Kmart Wins Big With Old Concept Made New

3 Minute Ad Age: March 18, 2009

By Published on .

NEW YORK (AdAge.com) -- Kmart surprised many when it began loudly trumpeting its anachronistic-sounding layaway concept last fall. But the program has been a hit with credit- and cash-strapped consumers, said Kmart CMO Mark Snyder. He appeared along with DraftFCB Exec VP Mathiew Lignel at the Advertising Club's recent "Marketing Through The Recession" panel. Both explained how the faded and gauche idea of layaways was repackaged as an alluring new consumer benefit for Kmart shoppers.

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