Shopping.com drops Sparkpr, hires Access Communications

BRISBANE, CA: Comparison shopping website Shopping.com has selected Access Communications as its new AOR. The account had previously belonged to Sparkpr for about a year.

BRISBANE, CA: Comparison shopping website Shopping.com has selected Access Communications as its new AOR. The account had previously belonged to Sparkpr for about a year.

The company, which went public October 26, will be looking to Access for help convincing Wall Street that the online comparison-shopping market has strong growth potential, said Lynn Brinton, VP of corporate communications, who joined the company in September.

"We're in the first inning of our game," said Brinton. "We need to focus on our profile as a public company, and the opportunity in this market."

Shopping.com decided to change agencies due to turnover on the Sparkpr account team, said Brinton.

Shopping.com also wants to reach that 70% of online shoppers who don't use comparison shopping sites.

As more people use broadband internet access, and grow more comfortable shopping online, they will be less inclined to rely on just one retailer, predicted Brinton.

"We want them to think of us as their first stop when shopping online," she added.

Completely eradicating buyer's remorse is a key selling point to comparison shopping, said Susan Butenhoff, Access president and CEO. Shopping.com provides real-time opinions and reviews, helping buyers make more informed buying decisions than those based just on price.

Access will also help build brand awareness in a crowded and competitive market against rivals including Shopzilla and Froogle.

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