ShopLocal brings Web to store marketing to retailers

Nettie Hartsock

CrossMedia Services, a

provider of Web-based marketing solutions for national and local retailers, is

launching ShopLocal

with a nationwide network of co-branded ShopLocal Web sites, initially including

nearly 150 Gannett Co. Inc., Knight Ridder Inc. and Tribune Company Web sites. Retailers will be able to connect with shoppers through

inStore.com, from American Online, which features a link to ShopLocal.

Brian Hand, CrossMedia CEO said, “ShopLocal.com gives retailers access to

millions of shoppers who use the Internet to gather information online but

prefer to buy at a local store.”

ShopLocal employs a zip-code search engine allowing users to find stores

within a specific radius. Retailers can use ShopLocal.com to find shoppers who

search by product category, store or brand name. The site is updated daily to

reflect current sales. It also allows consumers to create personal shopping

lists online that they can print and bring to stores. Consumers can receive e-

mail alerts for sale items and favorite stores.

ShopLocal’s content is based on the same material retailers use for sales

and promotions, such as circulars, catalogs, run-of-press ads and direct mail.

“For retailers, the beauty of it is they can use ShopLocal’s power

without investing a lot of time, effort or money. And for retailers with an

existing Web site, it’s a strategic complement to their online marketing

presence,” said Hand.

Hand said ShopLocal will add retailers on a regular basis and expects to

announce additional network partners such as portals, online directories and

other newspaper publishers.