Backcounty.com and water sports apparel and accessories brand Body Glove have announced partnerships with Greenzer.com, two of the latest retailers and brands to list on the environmentally focused online shopping engine that launched in April. Under the agreement, both companies will submit product data feeds to Greenzer, which filters attributes of those products and assigns them a Greenzer score.
Products are filtered according to their impact on the environment, covering aspects such as materials, environmental labels or certifications, and the brand or manufacturer’s overall environmental practices. Retailers pay Greenzer on click-throughs from the engine to their web sites, at a flat rate that varies by category from 20 cents to 90 cents per click, according to Jeremy Arditi, president and founder. Retailers don’t pay for position; instead, product listings in search results on Greenzer are ranked within their categories according to their Greenzer score and popularity.
June Lee, social marketing director at online retailer Organic Style, says the retailer has been sending product data feeds to Greenzer since the shopping engine launched. She says that while it receives more traffic and sales from other, longer-established shopping engines on which it lists, Organic Style gets a higher rate of conversion through Greenzer. The environmental focus of Greenzer delivers traffic more likely than a general audience to be interested in their products, she believes.
Arditi says e-retailers listing products on Greenzer are reporting conversion rates ranging from 1% to as high as 12%, though Greenzer has not yet generated specific data on conversion rates.
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