Retailers, Engines Want Standard for Product Description

Share this content:
ATLANTA -- A diverse set of industry members including advertisers and search engines gathered during Shop.org's FirstLook 2006 event and agreed on the need to devise a common standard for describing products for online SKU-based advertising and comparison shopping.


Alan Rimm-Kaufman, CEO of his self-named interactive agency and one of the meeting's participants, told DM News what transpired in the Jan. 23 meeting.


"Representatives from search engines (Yahoo, MSN, AOL, Become, Shop.com), retailers (Sierra Trading Post, RedEnvelope, Bare Necessities, CompUSA, Cutter & Buck, Coldwater Creek, REI), ad agencies (Rimm-Kaufman Group, Performics, Mercent, Mars) and the National Retail Federation's Association for Retail Technology Standards met to discuss establishing an industry standard for describing products for online SKU-based advertising and the comparison engines," he said.


Retailers and engines shared their frustration at the lack of a common platform to describe products and receive advertising reports, Rimm-Kaufman said. He noted that "organizations with widely different interests all agreed that the current situation was far from good and that an industry standard would help greatly."


Participants agreed to work on an industry standard for describing products online using the expertise and process of the Association for Retail Technology Standards, he said. The group plans to meet Feb. 27 in Menlo Park, CA, to begin work on a spec.


"Such a standard would allow retailers, both large and small, to advertise online more easily," he said, "would help the engines by increasing their advertising base, and would help consumers by allowing retailers to communicate a richer set of product information to the engines, which would then facilitate improved product searching and comparing."


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here