To ensure the attraction of added traffic to the Web site, Kmart uses the marketing tools of banners, brand names, and email. Kmart.com (n.d.) stated, “The main points of marketing for Kmart are names like Jaclyn Smith, Joe Boxer, and Martha Stewart products that are offered for sale.” These product lines are the ones that Kmart has relied upon to provide credibility to their online Web sites. They also use these products to enhance their own product line (Kmart.com, n.d.).
The Web site of Kmart uses banners that direct their customers to popular departments. During Christmas time, the site’s banners point the way to their section of toys, and is used to lure children to their “Kidzone” site to access free games to play. These banners use images of cartoons to make certain products stand out, and to entice children to go to this part of the site. The Kmart Web site also offers consumers access to their circulars for the week in their local area. These circulars are set up to be easy to use and read, as well as allowing customers to order merchandise straight from the circular. Customer can also submit their email address on the site to enable Kmart to send them information on their current deals and products (Kmart.com, n.d.).
Marketing Tools of Target
Target’s Web site uses a showy marketing approach. The Web site uses large images, which are used to draw attention to material that is time sensitive, such as their weekly ads. The Target Web site is navigated easily, and pictures are shown of the many products that are for sale on the site. During the holidays, the site is set up to draw attention to items that are usual gift items. In addition, a section is set up to aid one in finding gifts (Target.com, n.d.).
Target.com (n.d.) stated, “Target offers free shipping on items over a certain price.” The site uses bold type for words such as “free” and “sale”. One interesting point is that the Web site is used to make unusual accessories and appliances for the kitchen stand out. These items could be easily overlooked; however, Target has a section called “The Red Spot” to highlight these items. This Web site does an efficient job of placing attention on these items (Target.com, n.d.).
Marketing Tools of Wal-Mart
To enable Wal-Mart to capture their share of the market on their Web site, Wal-Mart uses color, preferences of the consumers, and advertisements that cycle. There are four different pages of advertisements, which are cycled with bright colors, to grasp the attention of their audience. Upon visiting the Web site, a visitor will know what specials are available. This type of advertisement is a marketing ploy that is conveniently aimed at shoppers that may just quickly glance at a Web site before the finally decide to stay on that site and shop there (Wal-Mart.com, n.d.).
It is apparent that Wal-Mart researches the preferences of consumers to determine what items will be purchased the most by the consumers. These preferred items are then featured and displayed in the advertisements, and in a spotlight section, which are shown in full color. The colors that are displayed on Wal-Mart’s home page are limited compared to the spotlight section. There are sections that are displayed in bright colors that contrast, to draw the consumer’s attention to those sections. Some of these sections are cycling advertisements, the price roll back list, and the featured items list (Wal-Mart.com, n.d.).
Web Sites Customer Service
When it is efficiently handled, customer service can be a valuable tool to an organization. Even when the customer service is provided on a Web site, the service should be in a close relation to the customer service that is experienced in person. If done correctly this will aid in adding a value to the online shopping experience the customer is experiencing. Each of the store’s Web sites make it a point to cover customer service issues through the links that are provided on the sites in order to keep the customers from wasting time to call the store to resolve their customer service issues. These customer service links include information for shipping and ordering (Kmart.com, n.d., Target.com, n.d., & Wal-Mart.com, n.d.). Wal-Mart.com (n.d.) stated, “Quick help links offer answers to common questions like How do I return an item? and How do I track my order?” The Target and Kmart Web sites include links to contact information (Target.com, n.d., & Kmart.com, n.d.). On the Wal-Mart Web site, the contact information is accessible through a link that is secondary to the main Web site (Wal-Mart.com, n.d.).
Conclusion
Marketing tools that are used on the Web are used in various degrees in the different businesses that use them. They each share a common flare and are designed to attract the consumers. Some of the tools that are used are animated, while some of the other tools are subtle, and provide the consumer with easier site navigation. The thing that is most important to these businesses luring consumers to their sites and maintaining these consumers. Kmart, Target, and Wal-Mart each have unique ways to achieve their goals to employ marketing tools. Sales statistics will tell how each company performs in relation to the other in using these marketing tools.
References
Kmart.com. (n.d.). Kmart. Retrieved February, 23, 2009, from http://www.kmart.com/home.jsp
Target.com. (n.d.). Target. Retrieved February 23, 2009, form http:/.www.target.com/gp/homepage.html
Wal-Mart.com. (n.d.). Wal-Mart. Retrieved February 23, 2009, from http://www.walmart.com