Marketing to Women

Women are today’s “Chief Purchasing Officers,” yet shopping sites are challenged to differentiate and attract female shoppers. To support SHOP.COM, a comparison shopping site positioned as the ultimate destination for busy, value-conscious females, we had a simple strategy: use keyword-friendly content and contests and PR to create awareness among online shoppers and reinforce its tools, expert advice, and great content. We brought the brand to life with media product showcases; a mommy blogger outreach; and a series of online partnerships, helping drive a 30% revenue increase over the prior year and producing double-digit traffic growth. Media coverage included “Good Morning America,” Telemundo, About.com and Working Mother.