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By design: The BlueLight brand story
Author(s) -
Danzig Mark
Publication year - 2002
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2002.tb00295.x
Subject(s) - rollback , business , gateway (web page) , advertising , marketing , computer science , world wide web , database , database transaction
In this case study from the retail world, design is the medium that gives an old idea and an old company new life. Mark Danzig narrates how BlueLight has become a centerpiece of the Kmart revival: a gateway to “e‐tailing”— BlueLight.com ; a concept that unifies the presence of stores, advertising, and the company's Web site— BlueLightness; an extensive price rollback strategy—BlueLight Always; and a planned affinity program—BlueLight Rewards.