Shopping portals have moved beyond “federated search,” and now combine the best of daily deals, coupons, weekly ads and other promotional information in ways that are more efficient — and drive more shopping.
At the national level, Gannett’s ShopLocal.com has been moving in this direction for some time. At the local level, we’ve recently seen the launch of Local.com’s multi-pronged shopping portal. The daily deal and coupon aggregators such as The Dealmap, 8coupons, Deal Radar and Yipit probably also qualify as shopping portals.
New to the game is FindnSave.com, an effort by Travidia, the digital media vendor that works with 700 newspapers. Two McClatchy sites are currently launched: The Sacramento Bee and The Kansas City Star. Next up are McClatchy newspaper sites in Charlotte, Fort Worth, Fresno and Tacoma.
Travidia Chief Marketing Officer James Green says the newspaper sites have seen an immediate and dramatic increase from their previous shopping areas, which had a lot of information but were not presenting shopping information as efficiently. “They caused consumers to go off in a million directions,” he notes. “Consumers just want the best deal, regardless of the source.”
With newspapers, however, one size doesn’t fit all, Green emphasizes. Some newspapers have different vendor deals locked in, while others want to emphasize different types of information. Both The Sac Bee and KC Star, for instance, feature Groupon deals, Milo.com inventory information and standard features such as a Twitter board of local shopping Tweets.
But The Sac Bee also opted to include online coupons, while The KC Star opted out of online coupons. Such customization isn’t always easy to pull off: Most shopping related vendors don’t have an API that can make them easier to plug in their feed.
The result is that FindnSave has been developed as more of a customizable platform, rather than a turnkey site. Its primary feature is the development of “search blocks” that are integrated on top of the database, and extract relevant information.
Is it better than the competition? Green believes that FindnSave has a competitive edge via the newspapers’ localized information, plus the deep integration of the platform. Eventually, it will integrate various types of shopper-related content as well, such as local shopping blogs, ratings and reviews.
Another asset cited by Green is FindnSave’s easy verticalization, which can be used to create entirely new online vertical properties. The Sac Bee, for instance, is using the product to create a dedicated grocery portal. The portal will feature a slightly different user interface, as well as a combination of newspaper and syndicated content.
Ultimately, FindnSave has been “10 years in the making for us,” says Green. “It’s been a natural evolution. The bottom line is we are not trying to facilitate e-commerce; we are trying to facilitate in-store traffic.”