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For Transactional Shopping Engines (engines that you pay per sale or percentage): ·What’s an allowable commission? Including returns? Without returns? How will returns be handled?
During Crawl, Walk, Run part of presentation, Mr. Bowler suggested you start with something easy to setup. Shopping.com he said were easiest to setup, price and manage. Mr. Bowler stated if you can produce a feed quickly that setup could occur in a few weeks.
Mr. Bowler also suggested that Amazon was one of hardest to setup. They require 29 forms to be filled out before you can begin. He also said it took 2-3 months to setup with Amazon.
Shopping engines do not run themselves Mr. Bowler now went over this giving more details, like if you choose 4-5 shopping engines to partner with it will take 1-2 hours of staff time a day. This is ongoing. Staff in charge of shopping engines will have to daily go over following:
·Monitor feed upload and product display ·Pull-down Store reviews / feedback ·Resolve customer problems ·Track Sales, Fulfillment, Returns
These shopping engines will all need to be monitored and adjustments will need to be made. He gave an example of some items using same images. When you build a shopping site you can have several choices for size, color, etc. In shopping engines they list sizes, colors, etc separately. So you have same image for several items.
Mr. Bowler also provided a snapshot of feedback on Amazon. He stated feedback is invaluable and someone should be reviewing feedback often.
Mr. Bowler ended by giving some tips for succeeding: 1.Track results at product level 2.Take advantage of operational and customer service emails 3.Shopping sites will buy your brand keywords in search – beware! 4.Advertising – more visibility 5.Partner with newer engines
Notes: The following is a list of shopping engines that were mentioned during this session: Yahoo Shopping Shopping.com Amazon.com MSN Shopping Froogle MySimon Nextag Dealtime PriceGrabber.com AOL Shopping Altura InStore
Also mentioned were: Bizrate.com and Resellerratings.com
Tanya Martin, Director of Internet Marketing at Over The Mark, LLC - http://www.overthemark.com has been involved in Internet Marketing for 7 years and who publishes a daily seo blog at http://www.overthemark.com/seoblog/ and runs Digital Marketing Online Forum http://www.dmof.com