Turning Off the Blue Light

Kmart Corp. (Troy, Mich.) has updated its online shopping site, added new products and changed the name from bluelight.com to kmart.com.

Kmart's site will include the same visual themes found in the company's recently unveiled “Stuff of Life” marketing and brand-positioning campaign.

Since February, BlueLight.com (the San Francisco-based web site provider) and Kmart have conducted consumer research to evaluate the name of the online shopping site. The original name of the site was selected in 1999 to tie into the retailer's once-popular in-store shopping theme. The research indicated that consumers overwhelmingly preferred the kmart.com name.

“As we build a new Kmart, we feel it is important to demonstrate a unified brand message across all our consumer touch points,” said Richard Blunck, Kmart svp and ceo of BlueLight.com.