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BlueLight.com Selects Dynamo for E-Commerce

BlueLight.com, the e-commerce site and free ISP that recently launched in preview mode, is being driven by Art Technology Group Inc.'s Dynamo product suite.

BlueLight is being developed by Kmart Corp. with the aid of Softbank Venture Capital and other investors.

ATG said Dynamo was selected for its ability to handle large traffic volume; consumer shopping functionality; personalized marketing and selling capabilities; and ability to meet the demands of a multi-channel platform. The site was launched within six months of original inception.

Shopping departments at BlueLight include jewelry, toys, electronics, home, music, videos and sporting goods. Kmart's Martha Stewart Everyday line of home and garden products also is being sold. The site is named for the famous Kmart "Blue Light Specials." At one time Kmart actually had a blue light at the ends of aisles that it would turn on to promote limited time offers.

BlueLight's commerce model is based on full integration of off-line and online assets. ATG Dynamo is providing a multi-channel e-commerce architecture that combines the flexibility and scaleability of a 100 percent Java-based application server with integrated personalization and e-commerce capabilities.

When the full BlueLight.com shopping site is fully active this fall, consumers will be able to browse through hundreds of thousands of products, the company said.

BlueLight.com said it is currently the fastest growing Internet service provider (ISP) in the country with nearly three million subscribers already.

Separately, e-commerce transaction services company CyberSource Corp. said that its Payment and Risk Management (fraud screening) services were selected for use at BlueLight.com.