Shopping.com creates new corporate comms post

BRISBANE, CA: Lynn Brinton is leaving Netflix to join Shopping.com as VP of corporate communications, a new position.

BRISBANE, CA: Lynn Brinton is leaving Netflix to join Shopping.com as VP of corporate communications, a new position.

Shopping.com was previously known as DealTime. But after it acquired Epinions.com, it relaunched and rebranded itself as Shopping.com a year ago. The site allows shoppers to compare products and prices, as well as post product reviews.

Brinton, who joined Netflix as director of corporate communications in January 2003, said she was attracted to Shopping.com because "they are on the cusp of doing something that transforms consumers behavior, just like Netflix did. There's a lot of enthusiasm about Netflix because of its transformative nature. Shopping.com is the verge of doing something very similar."

Brinton admitted that not many people use comparison shopping services, only 18% of online shoppers. But as more people become familiar and comfortable buying online, half of all consumers are expected to do their shopping online by 2008, she added.

She sees Shopping.com competing with internet giant Yahoo, as well as other comparison shopping sites, such as NexTag, PriceGrabber, and mySimon. But those sites don't have strong brands, said Brinton, and she wants to take advantage of that, positioning Shopping.com as the first place shoppers need to visit online.

"We want to let people know about the huge array of products on Shopping.com," said Brinton. "Q4 is going to be very important because of the holidays. So everything we are doing is going to be focused on the consumer. After that, the focus is going to be on going public, and helping transform the company from private to public."

Brinton, who was placed at Shopping.com by executive search firm Patch & Associates, will report to CEO Daniel Ciporin. In addition to raising awareness of the website's brand and services, Brinton said she will look at the company's internal and external PR needs. The company currently works with Sparkpr.

As for Netflix, Brinton said the company has started to look for her successor.

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