Attention Kmart shoppers: The iconic Blue Light Specials are no more. Last full-sized Kmart in mainland US will close, marking the end of an era in retail history. 👇🏼
Founded in 1899, Kmart was once a retail powerhouse known for its innovative sales promotions and deep understanding of customer behavior. Introduced in 1965, Kmart used rotating blue lights and the cart-stopping announcement —“Attention Kmart Shoppers”—to grab customers’ attention during a sales promotion, typically lasting 15 minutes. Kmart ended the in-store program in the early 90s but brought it back ten years later—both in-store and online—in an attempt to boost sales.
While sales promotions alone couldn’t save Kmart, the Blue Light Specials promo is nevertheless one of the best examples of understanding shopper insights and behaviors and the power of an idea brought to life. Kmart's strategy of tapping into customer emotions in the shopping moment to increase short-term sales is a powerful lesson in retail. The emotional triggers: SURPRISE - rotating blue lights and overhead announcement. FEAR - of missing out, the sale only lasted 15 minutes, driving a sense of urgency. ENJOYMENT - shoppers love “getting a deal.”
Deeply understanding customers and the importance of creative ideas that are well executed are timeless principles that never go out of style.
Link to the article on the last full-sized Kmart closing in the comments section 👇🏼
#marketing #retail #startups super{set}
CEO Walmart Advanced Systems and Robotics, VP Automation
1moIt's always great to share all the incredible work that the Walmart Advanced Systems & Robotics team is working on as we work on the future of Advanced Pickup and Delivery! Thank you Greg Cathey and team for spending the day with us.