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Kmart Tests Kmart.com Web Address

29 Mar, 2002 By: Hive News

Kmart is looking at changing its online address, perhaps to move into a duplex.

The discounter is testing whether more people would access the site under the Web address Kmart.com than the blueLight.com address that has been part of its virtual identity since the site launched.

"We're testing to see what kind of response we get from consumers," said Kmart spokesman Dave Karraker told news.co.m. "It does not mean that a permanent change of the URL is imminent." He added that the test is also not a precursor to changing the name of the Web store to Kmart.com.

Since Feb. 24, the company has quietly been posting the new Web address to the bottom of its TV advertisements. People visiting Kmart.com are directed to bluelight's Web store. The company can monitor how many people use each URL, Karraker said.

Bluelight began a major restructuring last spring that included a management shakeup and the merging of much of the Web store's operations into Kmart's.

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