Interesting and descriptive article concerning brandsforless. This is from August 1998 when they first launched into business.
adage.com
Excerpt:
While CompareNet compiles offline and online product and service data in 80 different categories, Brands for Less ( brandsforless.com ), South Norwalk, Conn., which announces its launch today, is modeling itself as an Internet department store. It has chosen exclusive marketers for each category, with barnesandnoble.com for books, Staples for office products and FragranceNet for fragrances.
"Consumers are finding it difficult to find value online," said George P. Russell, president-CEO of Brands for Less, explaining that its in-house research shows that people new to the Net want a simplified, central place to shop.
Brands for Less shoppers are rewarded with incentives and cross-promotions. By first quarter 1999, Mr. Russell said the site would offer promotions at the point of purchase. For instance, if a consumer bought a printer in the high-tech area, Staples might flash a paper promotion. Brands for Less will also have personal shopper software.
Most of Brands for Less' business model, however, is based on e-commerce performance, in which online merchants pay the online department store a percentage of every transaction it sends them.
To promote itself, Brands for Less is launching a $15 million, year marketing campaign Oct. 1 and has signed deals with four unspecified portals. North Castle Partners, Stamford, Conn., is its offline agency and Modem Media Poppe Tyson, Westport, Conn. is handling its online advertising.
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