Shop.org is trying out something new this holiday season by getting into the retail business itself. The online retail-focused arm of the National Retail Federation has launched CyberMonday.com, an online shopping mall with a twist: proceeds received by the organization as a percentage of sales on the site will go to the Shop.org Ray M. Greenly Scholarship Fund.
The online mall, developed, hosted and managed by Mall Networks, is an aggregation of affiliate links featuring special offers from about 400 merchants, including, but not limited to, those that are members of Shop.org. The links and offers from retailers are mixed among those that are exclusive to CyberMonday.com and those that are also available elsewhere on the web. Exclusive offers on the site, for example, include a one-day offer from eToys.com of $5 off purchases of $40 or more for first-time buyers; and free shipping on Cyber Monday itself on orders of $75 or more at HSN.com.
Mall Networks builds shopping portals for affinity-based groups such as school districts, sports teams and non-profits, and as such has relationships with about 350 online retailers. It’s leveraging those relationships to populate the Cyber Monday site with offers.
For participating retailers, CyberMonday.com is one more online venue at which to bring in shoppers. In addition to scholarship fund contributions from affiliate commissions fees, the site also is a branding opportunity for Shop.org, which originated the phrase “Cyber Monday” last year to refer to the online shopping spike that occurs on the Monday following Thanksgiving.
Shop.org and Mall Networks are promoting the site through media placements, NRF publications, and limited search marketing. The site will remain up through the holidays and “indefinitely” into January, according to a spokesman.
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