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Bluelight.com heaps more products online

But first it has to sell web shopping

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Mass merchants, beware. Bluelight.com (Kmart's e-tail site) is hyper-increasing its wares — from 1,250 to 65,000 products. That's not all; by fall, it plans to increase the offering to 100,000 different products, and by the end of the year it hopes to offer millions.

But as The Wall Street Journal points out, converting its traditional shoppers to web customers will be the challenge. Reportedly, core discount consumers are people earning (on average) less than $50,000 per year. These customers aren't yet buying many items on the Internet.

Kmart's competitors — Wal-Mart and Target — haven't been truly successful with their on-line counterparts, and each offers more products than Bluelight.com, even with its fall inventory increase. Wal-Mart's e-commerce site also offers additional conveniences, like gift registry and travel agency services.

Bluelight.com has been working to draw customers in with free Internet access — mostly through CD-ROM giveaways. In fall, Bluelight.com will coordinate an advertising blitz with back-to-school shopping and will add new features, including a prescription-refill service. It is also considering a quarterly magazine to help boost the site.

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