It's déjà vu all over again at Kmart, which is bringing back its "Bluelight Specials" once more in an attempt to drive incremental sales inside the chain's stores.
Alasdair James, president of Kmart, told Reuters, "It's part of our DNA. We think there is a real positive buzz coming out of it and we expect to see an increase in sales."
While Mr. James may be optimistic, others may question whether the promise of surprise deals inside Kmart's 900+ stores will be enough to draw consumers to what many believe are long neglected locations. Kmart's same-store sales fell 7.3 percent in the second quarter, which followed a seven percent decline in the first quarter and a two percent drop in the fourth quarter of last year.
The decision to use Bluelight Specials is not the first time Kmart has brought this tactic back throughout the years. This time, however, the chain has added a twist of technology. Shoppers who download the Kmart mobile app will get Bluelight alerts right to their phones. In addition, deals will not only pop-up in stores, but Kmart will offer specials online, as well.
![[Image: Bluelight Specials]](/public/images/discussions/18643/bluelightspecials-still.jpg)
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