The Story of the Man Behind the Blue Light Special

Robert Wendall Cramer

This is the story about my Grandpa, Robert Wendall Cramer and how his innovations in retail helped shape the industry. At the age of seventeen he started his first job as stock room manager at a store called Lazarus in Columbus, Ohio. He quickly advanced to become floor manager. There he met and fell in love with my Grandma, Lenore Clause, who was one of the sales girls. In June of 1929 they eloped to northern Kentucky.

Key Retail Buyer

Grandpa’s ability and knowledge of merchandising quickly developed. He was a natural. He not only managed multiple department stores, he became their key buyer. Grandpa had a mind like a steel trap. While on a buying trip to New York City, he would go from floor to floor looking at the new merchandise without writing any notes. Later, back at his hotel room, he could make out his purchase order from memory. His skills were so finely honed that he could simply look at a dress and tell you who designed it, manufactured it, the address of the manufacturer, and the wholesale and retail price of the dress- all from memory.

Fashion Designer

As Grandpa’s love for fashion grew, so did his talent and ability. He soon became a designer in his own right. One of his designs, the famous “Taxi” (wraparound) dress, won him acclaim by Life magazine where he was featured in an article.

L.S. Ayres in Indianapolis hired Grandpa to help them develop a new concept- the discount store. At the time, the only similar stores were Robert Hall and K-Mart. This new store was called Ayr-Way (now known as Target). He opened 34 stores throughout Indiana, Ohio, and Illinois and became the district manager over all of them. As manager, one of his philosophies was to never ask someone to do something that you would not do yourself. Consequently, he understood and was seen to do any and all jobs necessary to keep business running smoothly. By the time of his retirement he was known as “Mr. Ayr-Way.”

The First Blue Light Special

Grandpa’s creativity and problem-solving ability did much to advance the popularity of the discount store. One day back in 1964 he came up with an idea to move his out-of- season merchandise. He would need a light that would draw attention. So he talked to his policeman buddy about getting a police warning light. Together they built the blue light contraption. They mounted the light on a pole which could be wheeled around to any department in the store. Grandpa then added a sense of urgency by announcing over the PA system that a special price or offer would be good in that area for just the next fifteen minutes. The “Blue Light Special” gave a new excitement to shopping and became very popular with the customers. One year later, a store manager at K-Mart “borrowed” the idea. And now you know the rest of the story.

Diana Cramer Teeters and her Grandpa

Through his years of hard work and dedication, he never failed to appreciate life. He never lost his love for a beautiful sunset. Each autumn was still the prettiest he had ever seen. And each piece of pie, still the best he had ever eaten. And right up to his death in 2004, he could identify the designer with just a glance of the clothing and “hit” the price within pennies! Grandpa, you will never be forgotten.

             with love,

             Diana Teeters