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BizReport : Ecommerce archives : December 08, 2009

E-circulars give real-time deals to online consumers

Online news community Topix is partnering with product search leader Krillion to launch e-circulars within its news community. This will give consumers real-time information on shopping deals and in-stock product notices for their local etailers and marketers as well as give local retailers a hyper-local advertising hub.

by Kristina Knight

krillion.pngAbilities such as this are increasingly important to local etailers and even larger ecommerce hubs. Take this holiday shopping season: as of today shoppers have spent nearly $15.5 billion on holiday gift items and that is only in the online realm. Local etailers who have the ability to include circulars can capture the attention of hyper-local consumers looking for shopping deals, even after the holiday season has past.

"As a leading local online news aggregator and publisher, Topix serves tens of thousands of communities, providing the latest news and discussion," said David Galvan, Topix VP of business development. "By connecting our readers with the latest offers from trusted local retailers, we become a more valuable resource for our readers while deriving revenues from our highly trafficked local content pages."

What's the difference between these e-circulars and the Sunday newspaper inserts?

First, the timing factor. E-circulars can be updated as needed to inform shoppers about items that are in-stock or out-of-stock and can give marketers the ability to quickly advertise sales so that consumers can be certain they are getting the best deal.

Second, e-circulars can be linked to specific product landing pages which are geared toward sales conversions.

"[As] news consumption migrates from print to online, publishers want to deploy interactive product offers that complement the fresh and dynamic nature of local news and discussion forums," said Joel Toledano, EVP and co-founder of Krillion. "Krillion's local product technology taps into a deep and broad index of offers and retailers, and can be tailored to the needs of both publishers and retailer advertisers."

Tags: ecommerce, holiday spend, Krillion, local content, local ecommerce, local merchants, online content, online shopping, Topix

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