K Mart: A brand slowly dying

Quick, when was the last time you were in a Kmart? Do you even know where your nearest Kmart is? Are you sure it is still in operation?

I personally don't know the answer to any of these questions. I cannot remember the last time I've been near a Kmart. Have you ever been to a Kmart and not left a little depressed? Every Kmart I have ever been in the lighting has been slightly poor, the floor a little too dirty and sticky for my liking, the shopping carts have at least 2 bad wheels, no one smiles, and the little plastic pony out front looks desperate for someone to feed it a quarter. Just writing this makes me feel dirty and lethargic.

Despite these negatives, Kmart will not go the way of the Woolworth. At a time when large nationwide retailers like Circuit City are closing stores left and right Kmart still stands. Why?

Four years ago Kmart was about to close up when Sears decided to snatch it. At first that seemed like a good idea. With a little retooling and re-branding Kmart had the chance to become viable again. But that never happened. Kmart just kept on keepin' on while Wal-Mart and Target (the Wal-Mart with style) stole their market share. Today, Sears announced a larger than expected third-quarter loss of $146 million dollars. Their scapegoat for this loss (besides the recession): weak Kmart sales.

Yet Kmart still lives. What should Sears do in this situation? If they keep with the same plan, Kmart will continue to slowly die until it takes the Sears retail stores with it. Or they can completely overhaul the Kmart brand. It clearly cannot compete with Wal-Mart and Target. So maybe they should redefine themselves. As what, I'm not sure. A grocery store with a large garden center? A mini-Sears with frozen foods? Private shoppers? Home delivery? Pet stores? Anything they decide would be an expensive endeavor if they want it done right.

Lastly, Sears could sever their useless limb (there has to be a Craftsmen tool for that, right?). Sell off or shut down Kmart; recognize they missed their window for re-branding opportunity, and leave Kmart behind with the last century.

What do you think? Is Kmart worth saving? Should Sears overhaul the brand? Do you cry when you close your eyes and imagine yourself lost in Kmart?