Kmart "Ship My Pants" (1min 10secs):

https://youtu.be/lCsqABAQLjs

Kmart focused its efforts on providing customers through innovation.To gain a competitive advantage, Kmart started a unique program that combined the benefits of online and brick-and-mortar shopping.When an item customers wanted to purchase was not in stock at one of its stores, Kmart would ship the item to the customer's home for free.To launch this program, Kmart unveiled an ad campaign that illustrated an uncharacteristic relevance to younger, tech-savvy customers.With the slight -of-mouth message that customers could "ship their pants" (or any other of the items in Kmart's inventory) for free, the ad went viral.

After viewing the Kmart view provide a short answer response to the following two questions:

1. Consider the retail marketing mix.How did Kmart differentiate itself from other retailers with its free shipping program?
2. What kind of customer does the "Ship My Pants" campaign target? How is this significant?