Web Site Seeks to Drive Online Traffic to Offline Stores

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Urbangoods.com launched this week targeting consumers 21 to 40 years old who are interested in the latest trends available at local upscale and specialty stores.

Although it won't mail coupons or target neighborhood stores, Urbangoods, Malibu, CA, will build content and relationships with 8,000 small stores in 48 U.S. cities.

The company has dispatched 40 representatives nationwide to gather content and develop marketing partnerships with small retailers or manufacturers. Urbangoods does not charge stores for a basic presence on its Web site -- two pages and free e-mail -- and depends on advertising and hosting fees from retailers who prefer to build a more elaborate Web space.

Consumers can use the site only to find out what's available from local merchants. To buy merchandise, consumers must visit offline stores.

Urbangoods' marketing plans include magazine advertisements, radio spots in major cities, street promotions, in-store publicity and cross-links with small retailers that have a modest Web presence.

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