January 19, 2001, 12:00 AM

Personal Shopper Follows Where Surfers Lead

MallAgent.com has introduced a new price comparison shopping tool, Personal Shopper. Previously, the customer had to stay on McLean, Va.-based MallAgent.com's Web page to do their comparison shopping. Now they can visit the site first, click on the Personal Shopper icon and then surf the Internet anywhere and the price-comparison tool bar will follow them. It does not require any software to be downloaded or installed, the company says.

Once the Personal Shopper is loaded, users are free to roam the Internet until they find a particular product they want to buy. They copy and paste the product name into the Personal Shopper tool bar located beneath the browser frame and click "compare." MallAgent.com's technology sends dozens of agents, or "shopbots," out to scour the Web. Within 30 seconds, the company says, the bots return a list of all the prices for the same product available anywhere on the Web. "Most of the time our Personal Shopper will be able to bring back a lower price than what the customer was prepared to pay originally,'' says Michael Gehron, MallAgent.com's CEO.

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