BlueLight.com, the online arm of Kmart, will launch its redesigned and reorganized web site next week. The changes will be both form and function, BlueLight says. Besides the new look of the home page, the biggest difference will be the focus on brand names. The new site will feature smaller brand stores with products from Black and Decker, George Foreman and Panasonic. There will also be a search feature to allow shoppers to shop by brand.
The store also is refocusing its inventory, by adding popular brand-name items and cutting back on less-popular items. "Shopping at BlueLight will be the same as shopping at Kmart, it will be by brand," a spokeswoman says. In addition to the mini-brand stores, the site also will add a health and beauty store and a flower store. The new site will have more product specifications and a guide listing the company's selection of the top 10 items per product category. These changes will be gradual, but most should be done by the end of March.
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