Kmart plans to decide between Web names this summer

TROY, Mich. - Kmart Corp. plans to decide in mid-July whether to keep its Web presence at BlueLight.com or direct online shoppers instead to Kmart.com. <br> <br> Both domain names lead to Bluelight.com, Kmart&#39;s current site. But starting in February, Kmart&#39;s advertising began telling consumers about Kmart.com instead of Bluelight.com, spokesman Dave Karraker said. <br> <br> &#34;We&#39;re looking at it basically as a consumer response test,&#34; Karraker said. &#34;If it&#39;s positive, it could mean that we may be changing the name of the site. But it&#39;s too early to tell what we&#39;re going to do.&#34; <br> <br> Troy-based Kmart launched BlueLight.com, a stand-alone e-commerce company, in conjunction with Softbank Venture Capital and Yahoo! in 1999. It acquired the remaining shares last year. <br> <br> Because BlueLight.com was initially to be a separate entity, it was given a name that reflects the Kmart&#39;s image without using its name, Karraker said. The reference was to Kmart&#39;s BlueLight Special, which offers customers lowered everyday prices. <br> <br> After Kmart filed for Chapter 11 bankruptcy protection on Jan. 22, Chairman James B. Adamson, who now also is chief executive, called on company officials to examine all aspects of the retailer&#39;s business and see what attracts customers. <br> <br> &#34;This is one of those steps in doing that,&#34; Karraker said. <br> <br> Regardless of its decision about which Web site to promote, Karraker said the company&#39;s Bluelight Internet service will retain the Bluelight name. <br> <br> <br> ------ <br> <br> On the Net: <br> <br> Kmart Corp., http://www.kmartcorp.com <br> <br> <br>