Kmart wants to bring the ‘fun’ back to shopping
In a continuing effort to “to bring fun back to shopping,” Kmart recently introduced a new series of t-shirts for its store associates as part of their dress code.
The shirts are “Bluelight” blue and have one of five different sayings on the back, including “Your one-stop Zombie Apocalypse shop!,” “SSHHH! Ninjas are everywhere!” and “What do you call a fish with no eye? FSH!”
“The sayings are a fun spin on pop culture aimed at getting our members and associates talking,” Kmart said in a Sears Holding blog post.
Kmart noted that the chain is going through a brand transformation that’s “all about bringing the fun back to the shopping experience.”
The transformation included the reintroduction last fall of its Bluelight Special, in-store surprise deals that now incorporate a mobile component along with the iconic tagline, “Attention Kmart Shoppers.” The discounter also released a number of whimsical commercials, updated its in-store signage, and introduced Freebie Saturdays, in which stores handed out free popcorn, small toys and candy (while supplies last) for kids under the age of 12.
“Our store teams and associates are energized and excited to show our members what we mean when we say, “Shopping is fun again!,” Kmart said in a blog post. “We encourage you to shop our stores and see for yourself. Don’t be alarmed if we’re having too much fun!”
- Kmart is Bringing Fun Back to Shopping! – Sears Holdings
- Kmart Rolls Out Christmas Commercial That Insists: ‘This Is Not a Christmas Commercial’ – Adweek
- Kmart re-imagines Bluelight Special for digital age – Chain Store Age
- Will ‘Bluelight Specials’ bring customers back to Kmart? – RetailWire
What do you think of Kmart’s fun-themed transformation? How might slogan t-shirts add to the customer experience and associate morale?