Kmart Kicks Off BlueLight Promo

Following the introduction of its BlueLight private-label credit card, Troy, Mich.-based Kmart Corp. plans a massive promotion for its relaunched BlueLight.com shopping site, says Mark Goldstein, president and chief executive officer of BlueLight.com. Thousands of Kmart delivery trucks will be repainted with the BlueLight logo and Web address, reaching millions of consumers all over the country, he says. Most Kmart stores will install Web-enabled kiosks so shoppers can order items that are out of stock, or order items that the stores don't stock at all. BlueLight advertising will appear with regular Kmart advertising in print, on television and radio, and online. While the main target remains Kmart's core customer, generally a woman with children who works outside the home, Goldstein says with its separate identity, BlueLight will target "everyday America" and "Internet America," giving it reach into virtually every household in the U.S. The relaunched Web site will feature most products sold by Kmart, exclusive products from Kmart vendors, upscale products Kmart does not sell, and "store-within-a-store" concepts from specialty Web sites that ally themselves with BlueLight.