“The greatest component that Kmart missed was focusing on the customer experience. The Blue Light Special was a success because it did just that; it created an amazing in-store experience,” said brand strategist Reilly Newman, founder of Motif Brands.
“They got comfortable, and their market was gobbled up by Target on the accessible designer side of the market and Amazon/Walmart on the value side of the market.”
“Kmart’s story is a valuable lesson for retailers to focus on the brand experience and invest in creating something memorable for their shoppers that connects digital to the physical store through emotions,” Newman added.
