Shop.com redesign targets busy women

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The recently redesigned comparison shop­ping engine, Shop.com, not only includes social networking tools, a price-drop alert, and a new entertainment-focused category, but also has set its demographic sites on tar­geting “busy women.”

“When our CEO Ken Goldstein and I started with Shop.com, we both realized that female demographic was being underserved, especially by shopping comparison sites,” said Mondy Beller, its SVP of marketing.

“Since women make most of the purchas­ing decisions for their families and... are so busy... we wanted to create a convenient... female-focused place to shop,” Beller said.

The down economy re-emphasizes the need for comparison shopping, value, dis­counts and deals, “so the company's strategic position has never been stronger,” she said.

The company streamlined the department category pages, and the site will feature more editorial content, such as buying guides and shopping articles, Beller added.

A new user interface offers a more promi­nent search box, an easy-to-use guided navi­gation feature, and modules offering easy access to new products, she said.

The site also now has a Twitter feed, Facebook fan page and a shopping blog – theshoppingvine.com.

The site will continue to add social network­ing capacities this year, like tools that facilitate user-generated content and interaction.

Users will eventually be able to earn a revenue share through their shopping interac­tions, Beller noted.

The company also is partnering with music promotion company Musica in the creation of Motown Shop to mark this year's 50th anniversary of Motown Records.

Users can listen to music tracks while they shop and find album cover art, links to artist-related Web content, and a direct link to pur­chase the entire album on Shop.com.

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