"One of our new goals is to strengthen ties with our parent company," BlueLight.com spokeswoman Abigail Jacobs says. "We're hoping to present a joint image online or offline."
BlueLight will remain the name of Kmart's online subsidiary and of Internet service it offers, according to Ms. Jacobs. Currently, customers who access Kmart.com are redirected to BlueLight.com, but the company plans to make Kmart.com the default URL soon, she says.
Moderator Comment: What do you think of Kmart's latest action concerning BlueLight.com?
You may hear quite a bit of sobbing sounds coming from behind closed doors today. Do not be alarmed. It is the sound of Kmart stakeholders pushed to their emotional and financial brink.
We remember wondering when Kmart launched BlueLight.com why a retailer that had invested millions in marketing its name would not want to reinforce that branding action with its online venture. The answer was simple. The Kmart name carried so many negative connotations with consumers that management felt it needed a new name to make the site work.
Today's solution: Build greater association between the moderately successful BlueLight operation and the bankrupt Kmart brand name. Pass us a tissue, please. [George Anderson - Moderator]