Customer initiatives top Kmart's agenda - Brief Article - Statistical Data Included

DSN Retailing Today, June 4, 2001 by Debbie Howell

Translating enthusiasm for Kmart's revival to the associate level appears to be taking hold, based on the efforts of individual stores in promoting the Blue Light Special. Conaway showed a slide show of how some stores had captured blue light fever, with associates dying their hair blue or dressing up as the Statue of Liberty.

With flashing blue lights, fog machines and energetic music, the mood of the meeting at the Detroit Opera House was more akin to a high school pep rally. Associates from one store in Hesperia, Calif., came on stage to sing their version of the blue light rap, after which Conaway saluted the lead singer by raising her hand in victory. "You guys really exemplify the spirit of the new Kmart," Conaway said amid cheers and applause from the audience.

Conaway concluded that mediocre performance was unacceptable. [sup.0]-Kmart would start talking, thinking and acting like a customer.