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Attention Kmart Shoppers: Video a Hot Item Online at Bluelight.com

13 Jul, 2001 By: Joan Villa


Entertainment software and hardware are fast becoming top categories on Kmart’s Web arm, Bluelight.com.

That’s likely to grow even more this fall as the site plans to push gift sales of DVD and VHS to tie in to big promotions of holiday titlessuch as The Grinch, The Mummy Returns, Shrek, Tomb Raider and Atlantis, according to communications director Dave Karraker. “Kmart is doingmajor events around these releases and we’re going to tie into those as well,” he says. “Key items may be considered traffic drivers.”

Looking to tweak its product mix to suit the needs of online shoppers, Bluelight recently increased the presence of its “entertainment store”of VHS, DVD and games and plans another facelift for September. It’s an evolution of what the consumer wants to buy online, Karraker says, such as less apparel that has to be tried on and more items such as DVD players, game systems and software that does not have to be seen orhandled before purchase.

“People know the commodity” of a VHS or DVD, he adds.

Kmart launched its Web site in December 1999 as an independent company. The site is undergoing a redesign and was renamed bluelight.com inApril.

TiVo set-top recording devices have been a big seller, Karraker says, along with a $129 Philips Magnavox DVD player. DVD, which has not yet overtaken VHS sales online, he adds, is offered at prices consistent with Kmart’s in-store discounts.

This holiday will bring strong sales of game consoles, Karraker says,with Nintendo’s GameCube and Microsoft’s Xbox joining the recent debut of Game Boy Advance. “This is going to be one of the biggest years forconsoles,” he says. “You’ve never had a year that all three came out in a 12-month period.”


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