In a deal with huge database marketing implications, Kmart Corp. yesterday said it is teaming up with Internet portal company Yahoo to offer free Internet access and a co-branded shopping site.
Kmart, Troy, MI, which has been developing an advanced database of its shoppers' buying habits for the past 18 months, estimates that 30 million low- to middle-income consumers visit its stores each week. They are seen as a huge potential market as they are the last to migrate online; brands like Martha Stewart plan to be there with personalized offerings when consumers arrive at Kmart's Bluelight.com.
“Not only can we tell when you buy toothpaste, we know what brand and what size you purchased,” said Floyd Hall, chairman of Kmart. “That can tell us a lot about your family and the types of products you'll be interested in purchasing in the future.”