A new e-commerce site was launched by the Kmart Corp. called Family and Fitness (www.familyandfitness.com). The site also can be accessed at www.Kmart.com.
Family and Fitness is the first in a series of online shopping sites that Kmart plans to develop as part of its e-commerce strategy. The retailer's goal is to create a virtual city of neighborhoods at Kmart.com, with each one targeting particular customer segments by offering information, interaction and products. Family and Fitness is aimed at young mothers who have little time to exercise. The site offers them views on family and fitness via daily greetings, workout routines and chat sessions.