Kmart Puts Its Circulars Online

Meridian Advertising has created an online version of its full-color weekly circular for Kmart, which will appear on the retailer’s Web site.

The Troy, Mich., agency, which handles retail promotions for Kmart, came up with the concept for the online circular, worked out the technology and then produced it with the help of Kmart’s e-commerce partner, Meridian’s Omaha, Neb., office helped on the project.

Meridian’s goal was to get the online version of Kmart’s circular up and running before the important holiday selling period, said Meridian president Dan Surdell. It took 90 days to get the site ready in time for the Nov. 19 launch, he said.

While all products from the circular will be shown in the online version, only select items, designated by a small blue light bulb icon, will be available through the Internet, the agency said.

To create the site, Meridian’s technology group wrote new applications to their data-base program to catalog and retrieve the 20,000 images that will be used during the year.

Next year, regional versions of the circular will be available on the Web, so that, for example, customers in Florida aren’t offered specials on snow shovels, Surdell said.