RealTime IT News

Attention Internet Shoppers!

Moving out of beta and into the Internet retailing spotlight, BlueLight.com marked its formal launch today with a new interface, more Martha Stewart merchandise and integration with Kmart stores for returns.

The e-tail site, which has already signed up more than 4 million subscribers for its free ISP service, also features increased inventory, new search functionality, a revamped Books-Music-Movies store and even user address books for easier shipping to friends and family members.

BlueLight.com boasts hundreds of thousands of products (SKUs), up from 60,000 just a few months ago. The company will be building inventory through the holiday season. Products are spread across eight categories: Apparel, Baby & Toddler, Jewelry, Books-Music-Movies, Electronics, For The Home, Sports and Toys.

Also featured are specialty stores with popular Kmart brands found nowhere else on the Web: Martha Stewart Everyday, along with Route 66, Jaclyn Smith, Kathy Ireland and jr-s.com apparel and accessories. The Martha Stewart Everyday store houses more than 3,000 products (SKUs) for the home, garden, baby, and now, kitchen.

"Consumers are expecting the world this holiday season," said Mark H. Goldstein, chief executive officer of BlueLight.com. "With the new BlueLight.com shopping site, we will deliver it right to their doorsteps."

The company said the redesign of the beta site was focused on four key areas: product assortment, user functionality, reliability and fulfillment.

BlueLight.com said it is guaranteeing Christmas delivery of products purchased by dates clearly posted on the site using a selection of trusted carriers, such as United Parcel Service. BlueLight.com also has teamed with SubmitOrder.com to satisfy much of its fulfillment needs. And purchases from BlueLight are returnable at any of the more than 2,100 Kmart stores across the country for full refund or exchange.

From anywhere on the site a consumer can search by product name, keyword or brand. In response, BlueLight.com delivers a list of products broken out by category, including pictures of each item clearly displayed with prices.

An additional new feature on the site is comparison shopping. As a customer comes to the product overview page for a particular item, they are also presented with up to three similar products with photos and key features giving them a complete view of their shopping options. The site also includes a "cross-sell" option that displays related products to those browsed.

The site is capable of housing more than one million products and can handle up to 20,000 concurrent user sessions, the company said.

BlueLight.com is an independent company formed to leverage the assets of Kmart Corp.