Searchandise Helps Brands Cut to Front of Online Shopping Line
ADOTAS – The newly re-branded Searchandise Commerce is rarin’ to go. It bills itself as the first eCommerce advertising network specifically designed for manufacturers – and it aims to enable brands to climb the online shopping search results ladder.
“What we do is deliver a Google-like opportunity for manufacturers across retail sites,” Searchandise’s president and CEO, John Federman, told ADOTAS. “Manufacturers we work with have found that with our service, they go from being relegated to no better than the 15th position on retail sites to climbing up to the 3rd position.”
As we all know, a manufacturer’s position in an online shopping queue is essential: according to Jupiter Research, 72% of shoppers only click on products in the first page of search results.
Federman likens Searchandise’s service to retailers that pay for premium placement in brick and mortar stores.
“We give our clients an opportunity to do online what they’re already doing in the offline world,” he explained.
The result? Increases in click-through rates from 200% to 1000%, Federman said.
So far, Searchandise has “very purposefully” just focused on the consumer electronics sector. (Clients include Samsung, Sony, Dell and Cannon). But now that Searchandise has climbed that vertical, the company is ready to take ascend up the house-ware, appliances and apparel verticals, most likely starting in February of 2009.
Despite the gloomy economy, the company is growing quickly and adding sales staff, account managers and operational staff “aggressively,” Federman said.
Until July of this year, Searchandise was called Guidester, but when it re-branded, it also re-shifted its focus from navigational tools to search-based merchandising services. Federman was brought on board in December of 2007 to ease the transition, build a new staff and re-energize the company.
“Our overarching goal is to make our clients think about more than data profiling and algorithms a la Amazon,” Federman stated. “By simply re-ordering of search results they’re getting their product in front of the customer — we’ve just taken the best practices offline and put them online.”
Sounds like they’re off to a great start.
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