How Does The Acquisition of Become.com by Connexity Effect Your Marketing Strategy?
Just as little as one year ago, online retailers were familiar with the name Shopzilla. But in September, that name gave way to Connexity, a rebranding of the staple price comparison-shopping engine. Just a few months following the rebranding, Connexity went out and acquired Become.com. Lots of rumors and guesses were tossed around on why Connexity chose this acquisition, including the potential that the company was preparing an IPO under the Connexity name (which was denied by a spokesperson).
And while there are plenty of reasons behind the acquisition (and benefits to online merchants), what’s of the utmost importance first and foremost is knowing what changes you may experience in the near future.
Introducing Your New, Unified Marketplace
By acquiring Become, Connexity, Inc. has been hard at work combining both comparison-shopping engine networks into one unified marketplace. The important dates to keep in mind are:
- July 10 – That’s when the Become marketplace will be fully integrated. Most of your traffic and sales revenue will be channeled through Connexity.
- July 31 – Your Become campaign will be shut down completely. Following this date, all campaign management and billing activity must take place in your Connexity account interface.
- June 29 – July 10 – If you are already a part of the Connexity Marketplace, then starting at the end of June, you should begin to make sure that all of your products that were in your Become feed are also included in your Connexity feed, in order to avoid issues down the road.
*If you do not take part, currently, in Connexity’s Marketplace, then it’s recommended that you contact Connexity directly at 1-877-224-2999.
Sure, this may seem like a pain at first, but a look at the bigger picture will help you realize that this is a very good thing for online retailers. Not only will you have to manage one less marketplace feed, but you’ll also get your products seen by a wider and more varied audience.
The History of Become And Connexity
Become and Connexity (or Shopzilla) are two members of a legacy: price-comparison shopping aggregators that sprung up on the web long before Google jumped in the game, and before Amazon and eBay even had the dominance they have today. In those earlier days, these price-comparison sites skyrocketed to new heights, only to eventually come crashing down as the names we all know and love (ahem) today built their empires.
Since the crash, companies have been looking to gain back some footing and steal away market share from the “big guys.” That’s precisely what this Become.com acquisition is designed to do: maximize the reach of Connexity’s shopping network, in an effort to reel in more ecommerce traffic.
This could be a smart choice for Connexity. The company’s global audience (slated at around 50 million monthly users) is only 25 million more than what it had in 2010, meaning there is certainly room for growth.
Become.com, on the other hand, aggregates traffic from international powerhouses such as Germany, the U.K., France, Italy and Japan. Japan, in particularly, will be an entirely new market for Connexity to enter.
What’s in A Name: Behind “Connexity”
The acquisition of Become.com will help to build out the company’s price aggregation footprint. However, it looks like there are a few other tricks hidden up the sleeves of Connexity’s power players. Part of the rebranding this past year was because Shopzilla had purchased the company “Connexity” in February of 2014. This acquisition, in particular, seems to place the new Connexity (now with Shopzilla superpowers!) into a position as a marketing tech supplier. Look for the company to slowly make a shift toward selling more marketing technologies to retailers, while still holding onto its growing price aggregation niche.
How Do I Prepare For The Dismantling of Become.com?
Change is coming, and it’s coming soon! Whether you’re an existing Connexity user or not, you have to be prepared to ensure your feeds are ready for the Become.com shutdown in July. OperationROI can help. With experts focused solely on price comparison marketplaces such as Connexity and Become.com, we have the knowledge and passion required to ensure you get the most out of this upcoming change. Learn more by calling us at 1-888-277-5429 or filling out our contact form.