ETOWN ASKS JEEVES FOR SMARTER SEARCHES
As recently reported by Margaret Kane for ZDNN, etown.com wants to make you smarter in your search for consumer electronics. The site, which specializes in selling consumer electronic products, is working on a new version that will include a souped up shopping bot. The technology will use the company's editorial judgement to help users pick products.
The new service uses technology from Ask Jeeves Inc. (Nasdaq: ASKJ) to help guide readers. Officials for etown said that what differentiates the service from other decision guides is that it combines database technology with subjective analysis.
It's not enough to just do a comparison of specifications, said Ron Goldberg, etown founder.
"The difference between $1,000 pair of Infinity speakers and a $1,000 pair of Bose speakers is a matter of taste. You can't just give static information and lab tests because they might have the same specs," he said.
Finding the right CD changer So the new shopping bot, dubbed IDA, will use the editorial content of etown's staff to help readers figure out which systems are best suited for them.
For example, a user searching for a new CD player will be asked about how they intend to use it. That could mean that a CD-changer which holds five CDs is better suited to their tastes than a CD-jukebox which holds 100 CDs, even if the two systems are comparably priced.
"If you're not comfortable with audio video technology, a jukebox is too much. Every situation is different and that's what we're making this bot work with," said Goldberg.
Goldberg said the site hopes to have 10 categories ready by the middle of the month, and all 47 categories prepared by the end of the year.
Another new program will add links to shopping resources, both online and offline. The online aspect is currently prepared, and the offline partners will be ready by the end of the month, Goldberg said.
The shopping feature will allow consumers to place items from multiple merchants in a common basket, although each transaction will be handled by the individual supplier.
Cut of the action Goldberg said the company will only work with authorized merchants.
The company gets a cut of the transaction when it is handled through an online supplier. etown also gets a transaction fee when consumers who buy their products at an offline partner register the sale with the site.
In order to induce consumers to register their offline purchases, the company plans to offer services such as a warranty registration and give away freebies like CDs.
Bigger challenge: customers But etown's biggest challenge may be getting consumers to come to its store in the first place.
The company said it is in negotiations with several content partners, including two portal sites, and hopes to announce deals next month.
"There's some question as to how important tactile experience is in this category. You may want to get the best price for that DVD player but you will still want to see it up close," said Mike May, analyst at Jupiter Communications in New York. "The entrenched (offline stores) do have an incredible brand recognition. As soon as they put up a credible site they'll be able to leverage that brand name."