IQ News: I-traffic Cooks Up Online Sales Plan

The deals that online bookseller struck last week with America Online, Excite and Yahoo! are about to be replicated elsewhere on the Web.
The three deals call for Amazon to become the exclusive bookseller on, Excite and Yahoo!, with a percentage of each sale going to the three Web sites. With the help of New York online media planners i-traffic, two lesser-known online retailers–CDNow and CyberMeals–are both in the process of setting up cyberstores on the Web that will also give sites who work with them a cut of the sales that are generated.
I-traffic is about to launch a strategy similar to Amazon’s for CyberMeals, at, an online aggregator of food delivery services. Though details of the plan were not available last week, i-traffic executives said that the company plans to target sites that will help CyberMeals draw traffic during the lunch period.
“In the bricks and mortar world of retail, it’s ‘location, location, location,'” said Scott Heiferman, president of i-traffic.
The company also plans to expand an existing program for music retailer CDNow that it has been working on since last February. CDNow already has an arrangement with Time Warner’s Pathfinder and USA Today’s online venture.
I-traffic has also started to implement a “storefront” or “jukebox” concept for CDNow, beginning with a small version in Excite’s shopping area. “You will start seeing CDNow storefronts in contextually sensitive places,” explained Scott Heiferman, president of i-traffic.
I-traffic recently doubled its revenues and client list. Recent client wins include Consumer Info, whi0ch offers consumer credit checks and NetBot’s Jango a high-end shopping service.–LR