Retailers shift their ad spending from TV, radio and print ads to digital ads.
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As to speed, Shmuel Gniwisch, CEO of web-only jewelry retailer Ice.com Inc., says that one in-house developer was able to build Ice’s iPhone app in 35 days, a feat that, he believes, would have taken a vendor months to complete.
Perfume seller FragranceNet.com Inc., meanwhile, does all its mobile development in-house, says chief technology officer Barbara A. Porter. That lets it set its own schedule and eliminates the need to tweak vendor-built mobile projects before launching them, she says. “We can get it when we want by hiring and/or reprioritizing projects—we don’t have to wait for the vendor’s pipeline to get what we want,” she says.
Wine.com is No. 239 in the Top 500 Guide; Art.com is No. 130; Ice.com is No. 310 and FragranceNet.com is No. 153.
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