Background:
Associates are the frontline of Kmart. Without their support, the job of turning around a market becomes extremely difficult. Historically Kmart rewarded their associates with a family and friends night at the store. The employees were treated to food and fun activities, such as face painting for the kids and raffles for the associates. Associates were unmotivated, turnover was high and sales were low. Associates needed to re-engage and believe in Kmart.
This time Kmart wanted something completely different.
Goal:
Create and produce an associate event that builds associate engagement and pride.
Strategy:
Bring all the stores together as one team in the “James L. Knight” arena in downtown Miami. Let associates experience the power of Kmart. Through the “One SpectaKular Night” events, we celebrated their achievements, treated them as VIPs, gave them the opportunity to meet corporate top guns and unveiled the exciting initiatives coming their way.
Result:
Spectakular, as it was later referred to, was a transformational moment. Associates had a new appreciation for Kmart. They left energized and motivated to take customer service and sales to the next level. SpectaKular is the model that Field Marketing continues to use to re-engage a market and begin a turnaround.
