Overall, Kmart’s workforce is highly diverse. Kmart’s total associate population, including store managers, reflects the communities it serves. Almost 32 percent of its workforce represents multicultural minorities.
Kmart & Multicultural Shoppers
Kmart has a long-standing commitment to the urban areas within the United States. Kmart is located in 283 of the 331 metropolitan statistical areas within the U.S., which by nature of their population density and multicultural makeup, are considered urban markets.
Multicultural shoppers in the United States represent $1.2 trillion in joint purchasing power. According to the 2000 Census, Hispanics make up 13%, African Americans make up 12.9%, and Asian and Pacific Islanders make up 4.5% of the population. By comparison, the Kmart customer base has a makeup of 15.2% Hispanics, 15.4% African Americans and 4.8% for Asian & Pacific Islanders.
Because of our proximity to these customers, their respective growing buying power, and a limited retail offering near their homes, Kmart is well-positioned to become the “store of the neighborhood” for these consumers.
Kmart works with minority-owned vendors who have been certified by the National Minority Business Council and the Women’s Business Council. In addition, Kmart reviews minority-owned businesses that provide an additional competitive advantage through select merchandise opportunities.
We understand that we have a variety of consumer needs to satisfy, based on the diversity of our customer base, so our goal is to achieve store-specific merchandising as our means to truly become the “store of the neighborhood” in every neighborhood where a Kmart store is located. Therefore, we categorize stores according to a number of consumer demographic and variables to satisfy the need for each individual location.
1) Compile and verify accurate demographic information for each store location.
2) Identify the variances in selling patterns for different demographic groups, as well as geographic variances within our core/chain- wide assortment.
3) Identify what additional demographic or geographically targeted assortments are needed to compliment our core, chain-wide assortment.
4) Ensure that, as part of our ongoing category review process for all product categories, demographic and geographic needs are included to review and measure the performance and identify potential opportunities.
5) Work with store management in local communities to be more responsive to the needs of their diverse customer base by providing more localized brands and offerings familiar to the customer base.
Kmart has been a dedicated supporter of the National Association for the Advancement of Colored People (NAACP), the United Negro College Fund (UNCF), the National Society of Hispanic MBAs (NSHMBA), the U.S. Hispanic Chamber of Commerce (USHCC), the Congressional Black Caucus (CBC), the Human Rights Campaign (HRC), and Catalyst, America’s leading nonprofit organization working to advance women in business. Additionally, Kmart partners with The National American Red Cross, March of Dimes and Salvation Army organizations across the country.