Main RMI Number
408-554-4960
SCU - St. Joseph's Hall
Room # 108
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Retail Management Institute Newsletter
RICHARD ROGOWSKI,PRODUCER, YAHOO! SHOPPING
By Debra Black
Yahoo! is the leading portal on the Internet, integrating large retail brands and serving as a very important source of driving traffic to other retail sites.
" Yahoo! Shopping is basically an extension of what Yahoo does best, which is aggregate commerce and stores on a platform that appeals to our 150 million registered users worldwide," says Rogowski.
Despite negative press, online shopping continues to grow dramatically. Total online shopping increased 53 percent between 1999 and 2000, from $15 billion to $23 billion. U.S. online shopping is projected to reach $78 billion in 2003.
"For every $1 spent online in 2000, another $8 will be spent offline as a direct result of research conducted online," says Rogowski. "Internet advertising is increasing at a much faster rate than traditional media."
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Richard Rogowski, Producer,
Yahoo! Shopping
address RCME Attendees.
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For retailers, the attraction of partnering with a portal is integrated editorial and advertorial content, targeted marketing opportunities, and “one stop shopping.”
Yahoo! partners with its clients “on their ROI to make sure we’re delivering on expectations. ROI is different for every retailer coming online. To some, ROI means sales, or the amount of new customers, or a collection of e-mail addresses. For others it means traffic, and for others there is a marketing element to the relationship," says Rogowski.
Consumers shop at portals because they like the aggregation of brands offered. They can search for product reviews (from sources such as Consumer Reports and Productopia) and compare. “Product reviews drive purchases,” Rogowski says. After consumers get the information they want, they can buy the product immediately. "Instant gratification is what we’re trying to present."
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