# Gangster Granny Ads Kmart's 'Pay in Store' Commercial Shows How to Shop Like a Boss By Laura McQuarrie | Published 2014-08-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/how-to-shop-like-a-boss References: [brandingmagazine](http://www.brandingmagazine.com/2014/08/26/kmart-shop-like-a-boss/) & [kmart](http://www.kmart.com/shc/s/dap_10151_10104_DAP_pay-in-store?SID=ISmx22800224x000384) There are plenty of perks to online shopping, but often one of the least convenient things about e-commerce is actually receiving your purchase—but this Kmart commercial shows how to shop like a boss. With the 'Pay in Store' program, Kmart lets you order online, [pick up in-store](https://www.trendhunter.com/trends/instant-grocery-pickup) and pay at a cashier with cash, a cheque, debit, a gift card or a credit card. Even though items must be picked up within a 24 hour window, this makes it easy for eager shoppers to get their purchase almost immediately, without having to wait around for an item to be shipped. This [humorous commercial](https://www.trendhunter.com/trends/instacart-unveiled-a-teaser) shows that this buy-online-and-pick-up-in-person system is so easy, even your grandma could do it. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 44% | Activity: 87% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Buy-online-and-pick-up-in-person:** Disruptive innovation opportunity: The trend of buy-online-and-pick-up-in-person systems, like Kmart's 'Pay in Store' program, offers convenience and immediate access to purchases. - **Cashier Payment Options:** Disruptive innovation opportunity: Offering a variety of payment options at the cashier, including cash, cheque, debit, gift card, and credit card, can enhance customer experience and attract a wide range of shoppers. - **Humorous Commercials:** Disruptive innovation opportunity: Creating humorous commercials, like Kmart's Gangster Granny ad, can capture attention, create positive brand association, and drive consumer engagement. ### Where This Applies - **E-commerce:** Disruptive innovation opportunity: E-commerce businesses can incorporate buy-online-and-pick-up-in-person systems to streamline the customer experience and increase customer satisfaction. - **Retail:** Disruptive innovation opportunity: Retail stores can implement buy-online-and-pick-up-in-person programs to bridge the gap between online and offline shopping, attracting customers who prefer immediate access to their purchases. - **Advertising and Marketing:** Disruptive innovation opportunity: Advertising and marketing agencies can explore the use of humor in commercials to create memorable and engaging content that resonates with consumers. ## Related on Trend Hunter - [Humorous Payment Platform Campaigns](https://www.trendhunter.com/trends/paypal-checkout.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Offline Shopping Campaigns](https://www.trendhunter.com/trends/shop-offline.md) - [Pay-Later Shopping Cards](https://www.trendhunter.com/trends/klarna-card.md) - [Y2K Shopping Campaigns](https://www.trendhunter.com/trends/thats-smoooth.md) - [Sketch Comedy Retail Commercials](https://www.trendhunter.com/trends/target-lady.md) - [Live Chat Shopping Features](https://www.trendhunter.com/trends/klarna-1.md) - [Contactless Shopping Experiences](https://www.trendhunter.com/trends/smartshop-pick-and-go.md) - [Convenient Order Pickup Services](https://www.trendhunter.com/trends/card-factory.md)