Replicating the real world online: BlueLight e-specials

E-retailers have done a lot to rebuild the real world shopping experience online. Now Kmart Corp.'s BlueLight.com is putting its signature bluelight specials online. Starting next Monday, random bluelight specials will pop up at BlueLight.com. One of the first bluelight specials will be the Sony PlayStation 2, one of the most popular toys this year. Bluelight specials will flash to consumers on the BlueLight.com shopping site home page and in the ad banner bar on BlueLight.com's Totally Free Internet Service. Each Bluelight special will feature discounts on up to five items and will appear randomly. Online shoppers will be alerted to a Bluelight special with a flashing logo on the BlueLight.com site navigation bar and an audible signal. BlueLight.com Totally Free Internet Service users will notice a flashing icon, an audible signal and scrolling text on the ad banner bar. Shoppers will have up to 30 minutes to take advantage of the Bluelight special by clicking on the flashing icon or scrolling text, which will take them directly to a dedicated page on the BlueLight.com site featuring the products. In addition to recreating the real world, the online bluelight specials are a way to entice customers to return to the site frequently to check specials.