New Kmart ads redirect customers to open stores

Kmart is launching a nationwide advertising campaign intended to roll over customers from its 326 closing stores to units that will remain open — easing the transition and, not incidentally, intended to stave off competitors' incursions.

The "Savings Are Here to Stay" campaign began on Sunday, as the process of shuttering the stores gets under way. It includes $150 coupon savings books, a series of $500 shopping sprees and special relocation materials to redirect customers of closing units to nearby locations. In addition, closing stores will distribute Register Reward Receipts with a minimum purchase, redeemable at units that remain open.

All of its stores, including the ones scheduled to close, will receive the hand-out coupon books, which are good only in stores that will remain open and are available chain-wide until supplies last. Closing stores will also provide maps and address information of the closest Kmart units.

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