Will bringing back the Blue Light Special help bring back customers or is this just another gimmic? If a Blue Light goes off at Kmart and there are no customers to see it will it make a difference?
4 replies (most recent on top)
It's a gimmick. They're just entertaining the shareholders. The lady that came out with that is worried about making the makeup aisles lit up with nice lights like target. If she thinks makeup and blue light specials she really fell off the wagon.
If the Kmart research showed that their customers remember the Blue Light Special from shopping on their own or as a kid shopping with their parents, does this not say that most of the customers they have now are older? How do you bring in the next generation? You have to replenish your customer base and get generational shoppers to be a growing business into the future. I your only customers are over 50 then the products you carry will have to be geared toward them, and no amount of Adam Levine or Jillian Michaels will save you.
From Benzinga.com:
"Nostalgia At Work
James noted that the campaign is "intended to be an ongoing program." The executive cited months of research that suggested Kmart customers remember the Bluelight Special program from shopping on their own or when they were a kid and shopping with their parents. The company is hoping to leverage its findings as it bought the rights to George Kranz's 1983 dance anthem "Din Daa Daa" to accompany the blue sirens and "attention Kmart shoppers" catchphrase."
Radio Shack tried a similar strategy before they went bankrupt -- trying to bring back that 80's nostalgia.
LOL