Kmart May Unplug ‘Blue Light’ Special

Kmart Corp.’s flashing blue light, a beacon of shopping bargains for 30 years, could be disconnected as the giant retailer refurbishes its image to attract upscale customers.

Joseph Antonini, chairman of the nation’s second-largest retail store chain, said Tuesday that Kmart is experimenting with a “blue light coupon machine” located at the front of the store that allows customers to select their own savings on over a dozen products.

But the coupon machine will not be equipped with the flashing blue light long identified with Kmart.

“We’re going to continue to have blue light specials,” Antonini told reporters during a tour at Kmart’s new 1993 prototype store.

“We don’t have a light, you just walk in, push a button and out comes a coupon, giving the special. It’s something new that we’re trying and that will replace the flashing blue light,” the Kmart executive said.

Antonini said a final decision on whether to drop the blue light will be made later.

But industry analysts say the once-popular blue light may be out of sync with Kmart’s new image as it battles Wal-Mart Stores Inc.

“In some of these nicer-looking stores, they’re attempting to go for a more upscale image for the store,” said one analyst who asked not to be identified.

Since its introduction 30 years ago, the blue light has evolved into American merchandising legend, sending shoppers into a frenzy as they chased the light around the store after new bargains.