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The proportion of women shoppers at Shopping.com exceeded men for the first time in October, reflecting Shopping.com’s new emphasis as a shopping destination and not just a deal-finding site, the company says.
The proportion of women shoppers at Shopping.com exceeded men for the first time in October, reflecting Shopping.com’s new emphasis as a shopping destination and not just a price comparison and deal-finding site, COO Nirav Tolia tells InternetRetailer.com. As a result of the shift, the home and garden category suddenly has become the number one category at the site, he says.
Tolia says the company that resulted from the merger of DealTime.com and epionions.com chose the name Shopping.com in part to appeal to women. DealTime had owned the name Shopping.com for a couple of years--it picked it up in a fire sale during the dot-com bust--but was waiting for the dot-com stigma to fade before using it. “Women like to shop, so we think we’ll see a broader audience at our site with the name Shopping.com,” he says.
Driving a big portion of the home and garden category, he says, is a resurgence in furniture buying on the web.
While the proportions of women and men shopping online have been equal for some time, the shopping comparison sites skew toward men because until now they have been primarily price comparison sites for computers and consumer electronics products, Tolia says.
As the result of refashioning itself as a shopping destination, Shopping.com is signing new retailers. A recent addition is Williams-Sonoma. “Williams-Sonoma would not have advertised with us if we had stayed DealTime,” Tolia says. Shopping.com now sees itself as analogous to a mall in that it aggregates customers and gives them a number of shopping options. It gets paid on a per-click basis for customers it delivers to retail sites. Tolia says about 6.5% of customers who click on a retail link from Shopping.com purchase at the destination site.
Shopping.com began a TV campaign today in New York, San Francisco and Portland, OR. If it is successful, the company will consider expanding the campaign nationwide, Tolia says.