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interactive local media


Interactive Local Media Advisory

Local Shopping Coming to a URL Near You
Greg Sterling,Carlotta Mast , 9/29/2004

Summary: The idea of using the Internet to drive consumers to local stores has been around since Day 1. However, most (though not all) online shopping has been geographically agnostic to date. Essentially its been about buying products online and shipping them from here to there. Then, almost simultaneously, three sites launched that seek to showcase local retailers. StepUp.com promises to deliver real-time inventory information about local stores. ShopLocal seeks to become the local shopping equivalent of what CareerBuilder is to recruitment classifieds. And AOL launched two new comparison-shopping sites, both of which may provide the ability to search for product offerings from local merchants.

Local product search makes tremendous sense, especially given that e-commerce accounts for less than 2 percent of total retail sales. Expect to see more shopping and general search sites add local product search capabilities as they look for new sources of advertising revenue.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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