E-commerce: A Solution to the Comparison Shopping Engine Hassle

The formats were developed by a committee of NRF’s Association for Retail Technical Standards (ARTS). Committee members included representatives from search engines including Yahoo!, AOL and Microsoft; from such multichannel marketers as Target, J.C. Penney and Recreational Equipment Inc. (REI); and from online marketing agencies including Mercent, Channel Intelligence, MARS and my firm, The Rimm-Kaufman Group.