March 28, 2001, 12:00 AM

Spiegel promotes specialized products with LookSmart

The program will drive sales to electronics and fashion areas, and promote specialized offerings such as bakeware, furniture, and jewelry.

Spiegel has signed an agreement with LookSmart, an Internet search engine based on a directory created by a staff of editors, to promote hundreds of Spiegel product categories. The program will help drive sales to Spiegel`s electronics and fashion categories, and to promote its newer, more specialized offerings such as bakeware, furniture, and jewelry.

LookSmart`s provides search functions to major networks and portals. It reaches 82% of U.S. Internet users, through Microsoft`s MSN, Excite@Home, Alta Vista, iWon, Netscape Netcenter, Inktomi, Time Warner, Prodigy, Juno, CNN, Road Runner, Cox Interactive Media, InfoSpace, and Qwest. Other online direct marketers that have agreements with LookSmart include Amazon, eBay, Gap, VerticalNet, Banana Republic, DealTime, CNET`s mySimon, Old Navy and Eddie Bauer.

As discontent with online advertising for consumer products has grown, retailers have turned more toward search engines to deliver consumers who are interested in a particular product at a particular time. In fact, LookSmart says most of its retailers have signed on in the past three months.


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