Target/Kmart
Omnichannel Content Performance Award
48,000
employees
2,500+
hours saved annually through efficiency gains
516K
assets delivered without disruption across 1,658 websites during Black Friday
~ 40TB
of content delivered weekly across all channels
About
Kmart Group is one of Australia's largest retail organizations, operating Target Australia, Kmart Australia, and Kmart New Zealand across thousands of store locations and high-traffic digital channels. Managing and distributing content at such high volumes demands a content infrastructure built for speed, agility, and enterprise scale. Target turned to Bynder and its CX Omnichannel solution to meet this need and deliver on-brand, channel-ready content experiences wherever they’re needed.
Why Target Australia (Kmart Group) is a winner
During Black Friday, one of the most critical retail windows of the year, Kmart Group served 516K assets across 1,658 websites via CX Omnichannel, empowering high-volume, optimized content experiences when it mattered most commercially. This is now business as usual for an organization that has built Bynder into the operational infrastructure of its retail content engine.
What also makes the Kmart Group a standout winner is the governance and consistency across such high volumes. Billions of assets are served across brands, channels, and markets with zero governance risk and full brand consistency, giving every content experience the best chance of success with Australian and New Zealand families.
"Bynder provides the best of both worlds: great integration capabilities across our tech stack, and the empowerment for diverse teams to self-serve in a way that keeps simplicity in our business while achieving the scale we need."— Bernard Wilson, Chief Customer Officer at Kmart Group
How Kmart Group uses Bynder
Kmart Group operates a single, multi-brand Bynder platform supporting Target Australia, Kmart Australia, and Kmart New Zealand. This was a deliberate architectural decision that required a ground-up redesign of taxonomy, permissions, and governance to enable clear brand separation within a shared platform. The result is a unified system of record that enables teams to self-serve the right assets for the right customer at the right moment, keeping pace with the Group’s high-volume content demands.
CX Omnichannel sits at the heart of their downstream activation strategy, fueling personalized customer experiences from initial product discovery through to post-purchase. Assets are tagged with structured metadata—business group, PIM ID, purpose—and delivered consistently across websites, mobile, warehouse systems, and in-store checkout experiences.
With 5,000+ new images ingested weekly from multiple studios and external partners, Bynder operates at a volume that demands both automation and reliability and at a scale that manual handling could never achieve.
Beyond CX Omnichannel, AI Search enables faster discoverability and higher asset reuse across a 2.2M+ asset library; CX User Community provides a home for brand guidelines and procedural documentation for internal teams and partners, and Analytics shows real-time visibility into CDN usage and asset delivery (critical for managing scale during peak periods).
By strategically deploying Bynder at the center of its retail operations, Kmart Group now saves 2,500 hours+ per year through the efficiencies gained.
What the judges say
“The estimated 2,500 hours saved annually reflects a team that has built Bynder into the operational backbone of their retail content engine.”— Naomi De Vries, Director of Partnerships & Growth EMEA at DEPT
Impact & ROI
- ~2,500+ hours saved annually through efficiencies gained across the content lifecycle
- 516K assets served across 1,658 websites on Black Friday alone via CX Omnichannel
- ~40TB of content delivered weekly across e-commerce, mobile, fulfillment, and in-store
- 2.2M+ assets managed across a single multi-brand portal
- 5,000+ new images ingested weekly from studio and external partners
- Downstream integrations spanning Hybris, Constructor, Manhattan, and Informatica
