Mercent Announces TrueAttribute(TM) Technology for Optimizing Product Attributes in Shopping Feeds

Product Attribute Optimization for Google Base, LinkShare, MSN Shopping and SHOP.COM Builds Upon Mercent's Five-Year History as Certified Integrator

SEATTLE, WA -- (MARKET WIRE) -- April 25, 2007 -- Mercent, a provider of online marketing technology and services for retail merchants, today announced the latest release of its on-demand platform, Mercent Retail, with enhanced optimization tools for comparison shopping engines (CSEs), shopping portals, online marketplaces, and affiliate programs.

Included with the new version of Mercent Retail is Mercent TrueAttribute™ technology, providing retail merchants with simple and powerful tools for optimizing the performance of attribute-based product search across online shopping channels. Attribute-based product search allows consumers to quickly find exact product results using product attributes and keywords as search, sort, and filter criteria. TrueAttribute™ allows Mercent to identify and publish relevant and exact product attributes for every product SKU to any attribute-based shopping channel on behalf of retail merchants.

"With this newest version of Mercent Retail and TrueAttribute™ technology, Mercent delivers additional shopping channel intelligence for brand-conscious online merchants," said Eric Best, CEO of Mercent. "We are pleased to further enhance Mercent's role as a trusted channel advisor to leading retailers including REI, GUESS? and Celebrate Express."

Mercent first launched software to manage product attributes across online shopping channels in 2002, the first year that launched the program and implemented product attributes within its feed specifications. Mercent TrueAttribute™ builds upon Mercent's five-year history of product attribute optimization by offering retail merchants the following features and benefits:

--  TrueAttribute™ Data Sources - Mercent looks beyond the e-commerce
    catalog to collect and append data from any retail data source, including
    product planning, retail merchandising, replenishment, item master, point
    of sale (POS) or content management system.
--  TrueAttribute™ Merchandising - Mercent applies TrueAttribute™
    technology to efficiently discover, collect, map and append explicit
    product attribute data for maximum retail performance. Mercent customers
    create and syndicate unique and competitive offers while avoiding use of a
    universal taxonomy or product unification approach that may compromise
    competitive differentiation across shopping portals, marketplaces and
    comparison shopping engines (CSEs).
--  TrueAttribute™ Support for Structured and Unstructured Attributes -
    Mercent can manage and syndicate any structured data from any retail
    system.  Mercent supports unstructured attributes via TrueAttribute™ data
    discovery and content management tools.
--  TrueAttribute™ Support for Complex Product Variations and Unlimited
    Custom Attributes - Mercent supports an unlimited number of custom product
    attributes to better promote and differentiate product listings across
    channels.  Mercent supports all parent and child SKU relationships, and
    variations in product attributes among child SKUs.
Mercent Retail with TrueAttribute™ technology syndicates product attribute data to any existing or custom data feed target, including:

--  Online Marketplaces - Mercent supports all current product attributes,
    item types and classification guides specified by shopping-cart enabled
    marketplaces like, SHOP.COM and
--  Google Product Search - Mercent supports all product types and product
    attributes defined by Google Product Search (formerly Google Base), and
    provides merchants with tools to easily define custom attributes to
    competitively differentiate product listings.
--  Comparison Shopping Engines and Affiliate Programs - Mercent supports
    the product types, product attributes and attribute feeds specified by MSN
    Shopping and LinkShare, among a growing number of channels with attribute
    feed specifications.

Retail merchants can learn more about Mercent Retail and TrueAttribute™ technology by visiting Mercent at Booth #926 at Internet Retailer 2007 Conference & Exhibition June 4 - 7 in San Jose, CA -- or by visiting Mercent online at

About Mercent

Founded by veterans of, Mercent provides online marketing technology and services to help retail merchants optimize performance across online channels. Mercent's on-demand platform, Mercent Retail, increases revenue and gross margins by promoting the right products with the right merchandising offers and placement. Mercent Retail provides a single point of integration between existing retail management systems and more than 35 leading online marketing channels including transactional marketplaces such as and SHOP.COM, shopping portals such as and Shopzilla, and affiliate marketing programs such as LinkShare and Performics -- making it easy for merchants to automate, measure, and optimize online product merchandising campaigns through these channels. Mercent customers include REI, GUESS?, Lucky Brand Jeans, SmartBargains, Wet Seal, Proflowers, Celebrate Express, Crabtree & Evelyn, Levenger, and other leading retailers. Mercent is an Certified System Integrator and SHOP.COM Certified Data Feed Provider. The company is venture-funded and based in Seattle, WA. For more information, visit

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