E-Commerce Times Talkback

Re: I-Marketing Interview: BlueLight.com
Posted by: Mark W. Vigoroso 2001-08-29 09:34:00

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With 2,200 stores nationwide, Kmart has "built it" and the shoppers have arrived in
droves. As director of online marketing at Kmart's online store, BlueLight.com, Brendan
Foley's job is to make sure they come to the Web and shop there as well.

Foley spoke with the E-Commerce Times about how the Internet offers an ever-changing array
of tools to target core customers and to give them exactly what they need. According to
Foley, however, the Internet has not changed fundamental marketing principles.

Re: I-Marketing Interview: BlueLight.com
Posted by: Alison Aguiar 2001-08-31 09:57:44 In reply to: Mark W. Vigoroso

This article talks about understanding who your customer is, but I think you also need to address what the customer's shopping experience is. I hope Brendan Foley logs on to BlueLight.com and attempts to shop. I have gone to the web site, as well as to K-Mart stores because of their advertised selection and prices. They disappoint me every time.

Over the last few months, I tried to order some Martha Stewart clearance items, sets of sheets. The site never brought up the correct information, listed 3 different prices for each size, and if I tried to place an order, gave me the wrong item (if I selected twin size blue sheets, it gave me queen size yellow sheets, and there was no way to fix it). After several frustrating attempts, I thought to call for assistance. It took some time to locate an 800 # to call. The customer service rep was of no help whatsoever. The problem was never fixed, and I was never able to make my purchases.

I often have similar experiences at K-Mart stores. The advertised selection is not available and the sales help are not knowledgeable. To make matters worse, it often takes at least 1/2 hour to get through a check out line to make my purchase.

It's too bad. I would spend a lot more money at this store - both online and in store - if the shopping experience were seamless. Unfortunately, this is not the case.

Even if you choose not to post this, I hope it is forwarded on to Brendan Foley. Thanks very much.

Alison A.