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TROY, MICH. -- Kmart plans to build merchandising and marketing muscle with the launch of its private label credit card.
Introduced to 11 test markets March 22, Kmart has positioned itself to get closer to its customers by collecting a computer database of information on them that can be forever mined. With the new program, Kmart will be better able to mold customer-specific marketing campaigns, sales promotions and mailings, and in the process get closer to and become more knowledgeable about its customers. The chain could eventually move into catalog retailing with mailing lists culled from its annually growing database.
"Our new Kmart Credit Card is another step toward increased customer loyalty and improved convenience," said Kmart chairman, president and ceo Floyd Hall. "The incentive programs
available on the card
will offer customers...