Digital Advertising Insights · Audience Insights · Mobile App Insights · Sui Lian Chua · April 2026
How Kmart Strengthened Its Position in Australia’s Discount Retail Market Through Audience Alignment and Value-Led Marketing
While retail app engagement normalized after holiday peaks, Kmart continued to grow its user base, increasing its share among BIG W shoppers and reinforcing its position within Australia’s value retail market.
BIG W’s WAU Trend Appears Consistent with Broader Retail Market Patterns
WAU trends on Google Play closely mirror those on iOS, suggesting a broader consumer behavior trend rather than an iOS-specific pattern.
Similar to BIG W, Target saw a notable shift in WAU in Jan 2026 before stabilizing in Feb 2026, potentially reflecting a post-holiday normalization in retail app engagement.
Notably, Kmart was able to sustain and grow its WAU baseline during the same period, diverging from the broader retail trend.
Kmart Sustained Growth While Target’s WAU Remained Tied to Seasonal Peaks
Target’s WAU performance appears largely cyclical, with engagement rising during major shopping periods before returning to a relatively stable baseline.
In contrast, Kmart sustained its growth momentum over the same period, growing its WAU base by nearly 4x between 2023 and early 2026.
Kmart Captures a Growing Share of BIG W’s Cross-Shopping Audience
Cross-shopping behavior suggests Kmart has become an increasingly important alternative destination for BIG W users.
In Apr 2023, Target and Kmart held broadly similar positions among BIG W’s cross-shopping competitors.
By Apr 2026, Target’s overlap had declined to below 10%, while Kmart’s share had grown to over 40%, following a peak of 52% in Apr 2025.
Shared Audience Profiles, with Stronger Fashion Affinity Among Kmart Users
Home Cooks and Shopaholics are the leading audience segments for both BIG W and Kmart, with Telehealth Patients also ranking among their top profiles.
A key difference emerges in fashion-related interests, with Kmart users 73% more likely than BIG W users to be classified as Fashionistas.
Community and Value Are Central to Kmart’s Messaging Strategy
Kmart’s messaging strategy emphasizes inclusivity and community, frequently using collective language and community-focused hashtags to foster a sense of connection among shoppers.
Compared with BIG W, Kmart also places greater emphasis on value-driven messaging, with keywords such as “low prices” and “value” featuring prominently across its creative assets.
