Asda site picks newcomer directory over ShopSmart.

Asda's comparison shopping site Valuemad (www.valuemad.com) has turned its back on established online shopping directory ShopSmart and linked up with newcomer 2020Shops (www. 2020shops.com). As revealed in Revolution last month (2 February, p3), Valuemad, which is due to relaunch this week, has been looking to acquire a major UK shopping directory for its redesigned site. Although it had targeted the recently launched NoBags.com and looked at ShopSmart (www.shopsmart.com), it has now signed a deal with the comparatively unknown 2020Shops. The partnership means that 2020Shops will provide a directory on Valuemad's redesigned site. Founded by Richard Longhurst, a freelance IT journalist who writes for The Daily Telegraph, 2020Shops.com aims to offer a strong editorial point of view on online shopping, to be written by an in-house news team. The site is the first in a series of 2020-branded sites, set to launch during the next few months. Longhurst hopes that the link-up with Valuemad will be the first in a series of distribution deals for the site. "UK users get a raw deal when it comes to spending money on the web, with directories and search engines recommending sites solely on the basis of their business links with them," he said. "We will offer a stronger, independent editorial point of view, including news feeds." The site has yet to seek funding for marketing. Distribution deals will form the basis of its promotion. "Online shopping is not just about directing users to secure, affiliated UK businesses, but everything that involves spending money," he continued. "If someone wants to buy a kitchen and chooses to browse online and purchase offline, we'll direct them to the relevant site." The site has evolved from Longhurst's Rich Clickings (www.richclickings.co.uk), which directs UK users to shops and web sites recommended by net users. "Our advice comes from real UK net users, not city investors or management consultants," he said. "Asda chose us because we have the same attitude to consumers - helping the punters get the best deal," he added.