More Branding Woes for Kmart's BlueLight.com
Less than two months after the re-launch of its BlueLight.com Web site, Kmart announced that internal reorganization has resulted in layoffs and the shifting of most marketing and merchandising chores from the e-commerce division to the parent company. The move follows on the heels of the departure of
Kmart CMO Brent Willis, who left in April after four months on the job, which included leading the revival of the mass merchandiser's "Blue Light" ad campaign.
"The reason behind this is to increase efficiencies and improve operations," said BlueLight spokesman Dave Karraker said. He added that BlueLight will continue to oversee Web operations.
Sixty percent of BlueLight.com is owned by Troy, Mich.-based Kmart.
"The reason behind this is to increase efficiencies and improve operations," said BlueLight spokesman Dave Karraker said. He added that BlueLight will continue to oversee Web operations.
Sixty percent of BlueLight.com is owned by Troy, Mich.-based Kmart.
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