As spring sends many people outside to work on their lawns and gardens, Kmart is giving these consumers a chance to re-green their gardens for as long as they want with its “Plants for Life, Guaranteed” promotion.
The move is designed to give consumers the opportunity to purchase select trees, shrubs and perennial flowers with the confidence that they will last a lifetime.
As part of the promotion, consumers can return a qualifying perennial, shrub or tree that has died with the original receipt. Kmart will replace it with the same type of plant at no additional charge. If the same plant is no longer available, Kmart will refund the full purchase price.
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Annuals, houseplants, tropicals, seeds, bulbs and seasonal plants including, but not limited to, Christmas trees, poinsettias and Easter lilies are excluded from the promotion. the guarantee does not apply to abused or neglected plants, plants damaged or destroyed by vehicles, snow plows, mowers, etc., chemicals, animals, vandalism or weather.
The Kmart guarantee introduces a dynamic to physical stores not often seen in brands selling plants, whether they are big box retailers or independent garden centers. Many nurseries offer guarantees lasting one year, or include guarantees related specifically to each purchase. With Kmart set to close 68 stores this summer, the retailer is searching for any way to get consumers back into its stores.
While the retailer has experienced major difficulties similar to those of other department stores, such as establishing a distinctive e-Commerce presence, this promotion is aimed specifically at in-store consumers. Given that consumers often rely on an in-person visual confirmation when they want to purchase flowers and other plants, the promotion does offer a perk that could reel back in more gardeners/shoppers.
The effects of this move may not be substantial in relation to Kmart’s business as a whole, but it appears that the retailer is showing signs of life from a marketing perspective and is willing to take the kinds of risks that could potentially alter the perception many shoppers have of the brand today.
