SAN FRANCISCO: PriceGrabber.com, a shopping comparison Web site, has retained Ketchum for a brand building campaign that will tap into the growing popularity of online shopping.
The seven-year-old company had previously worked with Edelman.
"The business is growing 40% year-over-year," said Michelle Kane, PR manager for PriceGrabber. "We just needed some fresh perspectives and some new ideas to take PriceGrabber to the next level."
The site currently allows online shoppers to compare prices for 20 million products as well as post reviews about merchants.
The campaign will focus on media relations, including outreach to new media, and analyst relations. PriceGrabber also plans to release consumer behavior reports to position itself as a resource on online shopping.
Kane said the company received during on last year's "Cyber Monday," a day consumers start their holiday shopping after the Thanksgiving holiday.
Aaron Heinrich, Ketchum San Francisco's technology practice leader, cited data from JupiterResearch suggesting that online shopping is expected to grow 5-6% over the next five years. Consumers are also investing more time in researching their online purchases, he added.
For PriceGrabber, there's an opportunity to focus outreach efforts on three key industries – automotive, travel, and consumer electronics – in which it does a bulk of its business, Heinrich noted.
Messages will also stress the experience of the site – its clean look and ease of use, according to Kane. "We really want everyone, when they're shopping and buying gifts, to think of PriceGrabber first," she said.
Terms were undisclosed. Kane said she met with a number of agencies large and small before selecting Ketchum.