This week, I shopped online with Flit.com, a free Web site owned by San Francisco-area company enterONCE LLC that encourages people to shop using the same method they use at the mall: Start inside familiar stores, not in a giant bucket of products. It’s designed so people will enter a search item once and receive multiple suggestions of places where the item might be sold. As shoppers “flit” off to those stores, Flit.com serves as a home base, remembering the original search so shoppers can flit back, choose different stores and shop from there again and again.

I used Flit.com to shop online for black high heels, a digital camera, the iPad (not yet available), a robe, running sneakers and black leather gloves. I found that using it saved me from having to manually enter multiple URLs, and I liked how it helped me shop from store to store, since I already associate certain styles with each.

Select from the list of stores carrying black dresses. The store’s Web site opens to reveal all the black dresses carried there.

A male colleague of mine explained that he doesn’t naturally shop according to stores, so it’s worth noting that Flit.com may appeal to women more than men. I wish Flit.com had a way of combining its store shopping with side-by-side comparisons of the same product; the company plans to add this in March.

The Flit.com shopping process works as follows: Type in a search item, such as “red dress,” then choose to search in Value or Premium stores and press the Enter key. This returns a list of stores from a pool of more than 300 that carry red dresses; store categories can be selected to return more accurate results. Select one store, and its Web site opens to reveal all the red dresses carried there. Search results include stores like Target, Best Buy (BBY), Bloomingdales, Sam’s Club and J. Crew, as well as popular shopping sites like Amazon, NexTag, Buy.com and eBay.

The value behind Flit.com’s method of flitting you out to individual store sites is twofold. First, you still get to shop on a store’s own Web page, many of which were designed to uniquely reflect the store’s spirit and style. Lots of shoppers have saved shipping and credit card information with a store Web site, or they have coupon codes or gift certificates to use there. Shopping on each store’s page rather than on a general shopping site lets them tap into that data.

Type in an item such as ‘black dress’ (above), choosing to search in Value or Premium stores.

Second, after you flit off to a store Web site, an orange button remains in a Flit.com toolbar at the top of the page; click there to return back to home base before flitting off to yet another shopping site. Flit.com will keep a breadcrumb trail of where you have gone in your shopping session, using store icons to represent each site that was visited. You can place a check mark beside sites to remember them.

Flit.com’s search results are only as good as each individual store’s search engine, so if a store doesn’t do a good job of querying its own inventory, you’re out of luck.

The Flit.com home page would benefit from offering more ways to sort stores, such as by price range rather than just by using Value, Premium or alphabetical order—especially because “value” and “premium” mean different things to different people. The company’s CEO says Flit.com will likely add sorting by price and other categories by this spring.

In a hunt for a robe using Flit.com, I was surprised to see that of the 12 top stores that appeared at the top of the list, seven of them didn’t carry robes, according to what the store sites told me when I linked out to them. I asked Flit.com’s CEO about this and he said that search returns don’t filter out some stores that may have limited or no selections, and that this is valuable because it shows shoppers that a certain store doesn’t carry an item—just like physical shopping. I had hoped that one advantage to Flit.com would be less virtual wandering in stores that don’t carry what I am looking for.

Banana Republic, Gap and Old Navy Web sites, all owned by the same company, didn’t display the orange toolbar button that returns shoppers to Flit.com because they use their own toolbar at the top of their pages.

It’s too bad that Flit.com’s breadcrumb trail, which tracks where a user has shopped, doesn’t hold specific items. For example, I found the same pair of running sneakers in my size after digging into Web sites for Road Runner Sports and Zappos, but I couldn’t save the shoes anywhere. Flit.com’s CEO says capturing individual products and merging them into the search trail will be offered in March.

Snipi.com, a free shopping site I reviewed last spring, uses a toolbar for holding items that are dragged and dropped into it so they can be remembered and revisited for buying at a later time. Flit searches can be saved or shared with others with the “save your shopping session” button. It prompts the user to enter an email address for sending a Web link of the saved session.

Flit.com is currently funding its operating costs from an original private investment and doesn’t have any formal relationships with the stores where it sends users. The site’s CEO says the company hopes to negotiate a system where it gets paid by the stores, or by third parties, for any business it generates.

After doing a lot of flitting, I noticed a screen between the Flit.com search results page and the store page that asked if I wanted to share Flit with friends, and offered to let me do so through email or a social-networking site like Twitter or Facebook. This screen pops up roughly every 25 flits, according to the company, but it includes a step to skip this and continue to the store’s Web page.

The people working at Flit.com seem to know what the site needs to improve, thus preventing it from being just another fleeting online shopping site. Its shopping trail needs a little help, as do its result categorizations, but the way it lets users shop online starting with familiar stores makes Web shopping comfortable and easy, much like visiting physical stores.

Edited by Walter S. Mossberg.

Write to Katherine Boehret at mossbergsolution@wsj.com

http://allthingsd.com/20090512/organizing-your-online-shopping/ http://allthingsd.com/20090512/organizing-your-online-shopping/#comments Wed, 13 May 2009 00:20:03 +0000 Katherine Boehret http://solution.allthingsd.com/20090512/organizing-your-online-shopping/ Last winter, I spent a good hour shopping online for the perfect black leather boots. I used tabbed browsing to open at least 25 Web pages, comparing each pair’s cost, heel height, zipper, leather and toe style. I emailed a friend with links to a few sites so I could get her opinion. And when I finally decided on the right pair, I dug through my email inbox to find a coupon code for 20% off.

This week I tested a solution that might have made my quest for boots a little simpler. Snipi, which became available as a free download from Snipi.com on Monday, helps you organize your online-shopping results by gathering, or “snipping,” product information from Web pages and saving the information to lists.

These lists are stored on your personalized Snipi page, where you can access them later. Snipi also can save photos and videos to lists. And it has a coordinating iPhone app that shows up-to-date versions of the lists created on the computer, so you can have them with you on the go.

The Snipi Toolbar collects and displays the user’s online research.

To do all this, you use the Snipi Toolbar, a horizontal window that pops up within your browser so you never have to navigate away from the site where you’re shopping. If you see an item you like, simply drag and drop an image of it into the toolbar, where details about the item — including its title, price and image — are automatically filled in. If the item was previously snipped by another Snipi user, a description box will be filled with whatever that person wrote or pasted in from the product page; you can fill in the box yourself, too.

Snipi has a partnership with Shopzilla Inc., so the Snipi Toolbar also has comparison shopping built in: It displays links to Web sites where your snipped product, or products like it, can be found at lower prices.

One of the big drawbacks to Snipi is that it currently works only as a browser plug-in with Mozilla’s Firefox, not Microsoft’s (MSFT) Internet Explorer or Apple’s (AAPL) Safari. Snipi says it plans to introduce versions of its toolbar — though less functional ones — for IE and Safari by early to mid-June. Even so, downloading and installing a browser plug-in isn’t yet a routine thing for most people. And often, people who use plug-ins forget to keep them up-to-date.

Another downside to Snipi is that its comparison-pricing feature failed with apparel. The feature only really worked when used with “hard goods” like electronics, which are sold at retailers that participate in price-comparison networks. Yet Snipi still makes pricing suggestions for clothing and shoes, however irrelevant. For example, when I snipped a $150 Banana Republic dress, a link to $16 eye shadow sold at Sephora.com appeared in the Price Compare column. To reduce confusion, Snipi shouldn’t make such suggestions for apparel.

A handy feature built into the Snipi Toolbar lets you immediately share items via email or post them on Facebook, Twitter or WordPress blogs. This would have been useful while I was shopping online for boots because I could have more quickly shared my finds with friends, rather than copying and pasting URLs into emails.

While browsing on BestBuy.com (BBY), I found a Sony (SNE) Cybershot DSC-W220 with 12 megapixels and a 4x zoom lens for $199. Selecting a small icon in the Firefox browser’s bottom right corner, I opened the Snipi Toolbar and created a “Digicams” list, including the Sony. Snipi suggested alternative prices for this camera, including $159 for the same thing on Amazon.com (AMZN).

I got an early start on bathing-suit shopping by browsing Web sites for J. Crew, Victoria’s Secret and Macy’s. As expected, the price-comparison suggestions didn’t make sense. For one $58 Victoria’s Secret bathing suit, Snipi suggested a list of alternatives, including a $170 Kohler shower door, $203 Giorgio Armani glasses and an $82 corded telephone. I assure you that the bathing suit looked nothing like any of those items.

Confusing alternatives aside, I liked using the Snipi Toolbar as a place to gather my online research. It displayed images of items neatly lined up in a row, and when I selected an item, the description appeared. Someone like my sister, who is planning a wedding, might enjoy using the Snipi Toolbar for saving photos of various locations in a list she could call “Wedding Venues.” She could then share the entire list with me in one step. Or she could go visit some of the places and bring an iPhone with the Snipi app to see her list.

I tried the iPhone app, and it was a cinch to tap My Lists to see the online research I’d gathered. Here, as on the browser toolbar, visuals make it easy to glance through many products.

The toolbar can save various lists that you name and categorize into Shop, Photos or Videos, and these can be kept private, shared with friends or made public. Public lists are seen by all other users on Snipi.com, which is also a social-networking site. I wouldn’t use it as such, because I already rely on other social-networking outlets, but some people might.

Snipi, which uses a guessing algorithm to fill in details like a product’s price, says its toolbar will improve as more people use it. If you do a lot of research or online shopping or you simply want an online tool for saving images and videos from the Web, Snipi will work well for you. Its price-comparison suggestions need some improvement, but I felt more organized after using the Snipi Toolbar for a week’s worth of browsing.

Edited By Walter S. Mossberg

• Email us at mossbergsolution@wsj.com. Find this and other columns and videos online free at the All Things Digital Web site: http://solution.allthingsd.com

]]> http://allthingsd.com/20090512/organizing-your-online-shopping/feed/ 0