Opening Doors for Shoppers
The recent holiday shopping season spawned a new Web animal: the vendor shopping portal.
Not only were retailer sites such as Wal-Mart and Target challenging established e-tailers like Amazon and Shopping.com, but manufacturers themselves got into the game - with good results.
Case in point: Disney saw traffic and sales growth at DisneyShopping.com in the "20 percent range," according to David Barad, VP of marketing and business development for DisneyShopping.
The site, a full-fledged e-commerce portal with over 8,000 SKUs for sale, is part of an ambitious plan by Disney to simplify its Web retailing.
Disney's ambitions are being echoed by other brands. SonyStyle.com and PioneerElectronics.com are both well-stocked e-commerce portals looking to compete with established Web retailers.
Some marketers see DIY e-tail as an intelligent response to mass-retailing pressures. But others see a downside. "There's the danger that consumers will figure out that pricing, or whatever terms, is not the best available," says Ian Schafer, CEO at Deep Focus. "Then the vendor site becomes a retail pariah. Selling directly online represents new risks."Recent OMMA Magazine Articles
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Agency of the Year: Gold -- Digitas Dec. 28, 4:43 p.m.
With its newsroom approach to real-time brand storytelling, Digitas continues to create campaigns with Page-One punch ...
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Agency of the Year: Bronze, Design -- Digitaria Dec. 5, 4:44 p.m.
By tuning out East Coast chatter and conventional thinking, Digitaria creates digital designs that are as ...
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Agency of the Year: Silver -- AKQA Dec. 5, 4:42 p.m.
The reason this company keeps winning, year after year? It’s taken its magic far beyond traditional ...
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Agency of the Year: Bronze, Mobile -- PHD Dec. 5, 4:41 p.m.
To reach the fast-growing audience of smartphone owners, Omnicom's PHD isn't afraid to pump up the ...
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Agency of the Year: Bronze, Search -- Covario Dec. 5, 4:41 p.m.
San Diego-based Covario’s commitment to clients results in increases in traffic, conversion rates and sales. But ...
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Agency of the Year: Bronze, Media Planning -- mediahub/Mullen Dec. 5, 4:40 p.m.
For its strategic breakthroughs, mediahub/Mullen goes beyond asking what to buy. Instead, it creates an enduring ...
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Agency of the Year: Bronze, Creative -- Wieden + Kennedy Dec. 5, 4:39 p.m.
From making moms the star of the Olympics to its Southern Comfort everyman, Wieden + Kennedy ...
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Ed:Blog Dec. 5, 4:38 p.m.
While choosing OMMA Agency of the Year winners is never easy, making the final cuts this ...
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Agency of the Year: Bronze, Small Agency -- 72andSunny Dec. 5, 4:36 p.m.
With its choregraphed percussion of brilliant ideas and precise execution, 72andSunny gets more attention than agencies ...
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Agency of the Year: Bronze, Social -- Pereira & O'Dell Dec. 5, 4:35 p.m.
Thinking far beyond Facebook and branded content, Pereira & O’Dell knows how to put on a ...
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