Attention Kmart Shoppers! The Blue Light is Back!

The BlueLight Special Returns Nationwide



Apr 02, 2001, 01:00 ET from Kmart Corporation

    TROY, Mich., April 2 /PRNewswire/ -- Kmart Corporation (NYSE:   KM) today
 announced the return of its legendary BlueLight Special, a major new marketing
 initiative designed to create in-store excitement, reward loyal customers and
 attract new shoppers.  Kmart is bringing back the American retail icon both in
 its stores and online (www.bluelight.com ) as the first of several programs
 that will fall under the BlueLight(TM) brand.
     "The return of the BlueLight Special signals a critical milestone in the
 current revitalization of Kmart and reinforces our drive to meet consumers'
 needs and wants in all aspects of their shopping experience," said Chuck
 Conaway, chairman and CEO of Kmart.  "We are focused on building excitement in
 the stores by bringing back a retail phenomenon that provides consumers with
 tremendous value and an opportunity to reconnect with Kmart."
 
     The New BlueLight Special
     Newly installed in Kmart stores nationwide, the revamped BlueLight Special
 is the first of several upcoming BlueLight brand initiatives from Kmart.
 Conducted daily in all of Kmart's 2,109 stores and online at BlueLight.com,
 BlueLight Specials will offer unprecedented savings on the brands and products
 consumers really want from every department.  BlueLight Specials will include
 the best of the best -- everything from microwave ovens and fishing poles to
 Clorox bleach.  Shoppers will never know which products will be BlueLight
 Specials, creating a sense of excitement and anticipation when the celebrated
 phrase "Attention Kmart Shoppers" is called out in stores or appears on
 computer screens online.
     In stores, BlueLight Special merchandise will be displayed for a limited
 time in BlueLight Special Zones.  Located near the middle of a store,
 BlueLight Special Zones will be immediately recognizable with suspended
 canopies, flashing blue lights and music.  Customers will be able to select
 merchandise in the zone while supplies last.  At BlueLight.com, a similar
 event will take place.  BlueLight Specials will be visible with a flashing
 logo on BlueLight.com's top navigation bar.  Kmart stores and the online
 shopping site will feature different products, encouraging consumers to visit
 both.
     "The BlueLight Special and the phrase, 'Attention Kmart Shoppers,' have
 become part of American pop culture," said Brent Willis, executive vice
 president and chief marketing officer for Kmart.  "We are taking the heritage
 of value that the BlueLight Special represents for consumers across the
 country and re-purposing it for a new market and mindset.  While it was
 originally used to move clearance merchandise, we are now using it to give our
 customers the products and brands they really want at incredibly low prices."
 
     The History of the BlueLight Special
     The original BlueLight Special, the brainchild of former Kmart assistant
 manager Earl Bartell, was first introduced in 1965.  Almost immediately, it
 was adopted as an American icon synonymous with great values.  Kmart ceased
 using the sales tool in 1991, choosing to focus on other retail and company
 initiatives.
     Despite its 10-year hiatus, the BlueLight Special never lost its appeal
 with the American public.  In fact, 62 percent of those polled recognize
 "Kmart's BlueLight Special."  Of those, 93 percent have a positive view of the
 BlueLight Special (Campbell Mithun Esty Kmart Study, 2000).
 
     Marketing Support
     Kmart will support the launch of the BlueLight Special with the largest
 marketing push in company history.  It includes national broadcast, print, in-
 store and outdoor campaigns debuting the first and second weeks of April.  The
 BlueLight Special will also be supported with a comprehensive online campaign
 at BlueLight.com and other Web properties.  The New York office of
 TBWA\Chiat\Day is Kmart's agency of record and developed the BlueLight Special
 advertising.
 
     The BlueLight Brand
     BlueLight will also become a consumer mega brand to drive frequency and
 loyalty by rewarding Kmart's valued customers.  Kmart has been aggressively
 pursuing world-class execution and a customer-centric culture during the past
 six months and has seen significant increases in traffic conversion and
 overall customer satisfaction levels.
     The BlueLight brand will be Kmart's foundation for value.  It is designed
 to reward loyal customers for being part of the Kmart shopper family with
 incredible savings on the best merchandise.  Several in-store and online
 marketing initiatives will fall under Kmart's BlueLight brand, including the
 BlueLight.com shopping site and today's announced BlueLight Special program.
 Consumers will instantly recognize BlueLight-branded programs and understand
 the core attributes they represent.
 
     Kmart Corporation is a near-$40 billion company that serves America with
 more than 2,100 Kmart and Kmart supercenter retail outlets.  Kmart donates $35
 million each year to support its hometowns and local non-profit organizations.
 Additionally, Kmart associates provide their most valuable resource -- time --
 everyday in their local communities.  In addition to serving all 50 states,
 Kmart operations extend to the Caribbean Islands and Asia Pacific.  More
 information about Kmart is available on the World Wide Web at
 www.bluelight.com under the "About Kmart" section.
 
 

SOURCE Kmart Corporation
    TROY, Mich., April 2 /PRNewswire/ -- Kmart Corporation (NYSE:   KM) today
 announced the return of its legendary BlueLight Special, a major new marketing
 initiative designed to create in-store excitement, reward loyal customers and
 attract new shoppers.  Kmart is bringing back the American retail icon both in
 its stores and online (www.bluelight.com ) as the first of several programs
 that will fall under the BlueLight(TM) brand.
     "The return of the BlueLight Special signals a critical milestone in the
 current revitalization of Kmart and reinforces our drive to meet consumers'
 needs and wants in all aspects of their shopping experience," said Chuck
 Conaway, chairman and CEO of Kmart.  "We are focused on building excitement in
 the stores by bringing back a retail phenomenon that provides consumers with
 tremendous value and an opportunity to reconnect with Kmart."
 
     The New BlueLight Special
     Newly installed in Kmart stores nationwide, the revamped BlueLight Special
 is the first of several upcoming BlueLight brand initiatives from Kmart.
 Conducted daily in all of Kmart's 2,109 stores and online at BlueLight.com,
 BlueLight Specials will offer unprecedented savings on the brands and products
 consumers really want from every department.  BlueLight Specials will include
 the best of the best -- everything from microwave ovens and fishing poles to
 Clorox bleach.  Shoppers will never know which products will be BlueLight
 Specials, creating a sense of excitement and anticipation when the celebrated
 phrase "Attention Kmart Shoppers" is called out in stores or appears on
 computer screens online.
     In stores, BlueLight Special merchandise will be displayed for a limited
 time in BlueLight Special Zones.  Located near the middle of a store,
 BlueLight Special Zones will be immediately recognizable with suspended
 canopies, flashing blue lights and music.  Customers will be able to select
 merchandise in the zone while supplies last.  At BlueLight.com, a similar
 event will take place.  BlueLight Specials will be visible with a flashing
 logo on BlueLight.com's top navigation bar.  Kmart stores and the online
 shopping site will feature different products, encouraging consumers to visit
 both.
     "The BlueLight Special and the phrase, 'Attention Kmart Shoppers,' have
 become part of American pop culture," said Brent Willis, executive vice
 president and chief marketing officer for Kmart.  "We are taking the heritage
 of value that the BlueLight Special represents for consumers across the
 country and re-purposing it for a new market and mindset.  While it was
 originally used to move clearance merchandise, we are now using it to give our
 customers the products and brands they really want at incredibly low prices."
 
     The History of the BlueLight Special
     The original BlueLight Special, the brainchild of former Kmart assistant
 manager Earl Bartell, was first introduced in 1965.  Almost immediately, it
 was adopted as an American icon synonymous with great values.  Kmart ceased
 using the sales tool in 1991, choosing to focus on other retail and company
 initiatives.
     Despite its 10-year hiatus, the BlueLight Special never lost its appeal
 with the American public.  In fact, 62 percent of those polled recognize
 "Kmart's BlueLight Special."  Of those, 93 percent have a positive view of the
 BlueLight Special (Campbell Mithun Esty Kmart Study, 2000).
 
     Marketing Support
     Kmart will support the launch of the BlueLight Special with the largest
 marketing push in company history.  It includes national broadcast, print, in-
 store and outdoor campaigns debuting the first and second weeks of April.  The
 BlueLight Special will also be supported with a comprehensive online campaign
 at BlueLight.com and other Web properties.  The New York office of
 TBWA\Chiat\Day is Kmart's agency of record and developed the BlueLight Special
 advertising.
 
     The BlueLight Brand
     BlueLight will also become a consumer mega brand to drive frequency and
 loyalty by rewarding Kmart's valued customers.  Kmart has been aggressively
 pursuing world-class execution and a customer-centric culture during the past
 six months and has seen significant increases in traffic conversion and
 overall customer satisfaction levels.
     The BlueLight brand will be Kmart's foundation for value.  It is designed
 to reward loyal customers for being part of the Kmart shopper family with
 incredible savings on the best merchandise.  Several in-store and online
 marketing initiatives will fall under Kmart's BlueLight brand, including the
 BlueLight.com shopping site and today's announced BlueLight Special program.
 Consumers will instantly recognize BlueLight-branded programs and understand
 the core attributes they represent.
 
     Kmart Corporation is a near-$40 billion company that serves America with
 more than 2,100 Kmart and Kmart supercenter retail outlets.  Kmart donates $35
 million each year to support its hometowns and local non-profit organizations.
 Additionally, Kmart associates provide their most valuable resource -- time --
 everyday in their local communities.  In addition to serving all 50 states,
 Kmart operations extend to the Caribbean Islands and Asia Pacific.  More
 information about Kmart is available on the World Wide Web at
 www.bluelight.com under the "About Kmart" section.
 
 SOURCE  Kmart Corporation