Every Retail Media Website has two business goals. First, the website must allow users to buy products. Second, the website must begin a user relationship with both buyers and non-buyers that will lead to future sales.

There are two information architecture strategies that can be used to balance these two goals. Both strategies require two things: a product to sell and free information to give away, usually in the form of periodic email communications (aka: a free email newsletter).

The user has three goals in mind when visiting a Retail Website; find a product that meets their immediate need, discern whether the product meets their need at an acceptable price and purchase the product and ensure its successful delivery. In this chapter, we will discuss the three Retail Sub-Archetypes we’ve identified to date; Retail Catalog Website, Retail Product Website and Retail Subscription Website.

This chapter is part of a handbook titled Generating Website Revenue 2007.

• Handbook: Generating Website Revenue 2007.
• Chapter 4: The Retail Media Website Archetype