F.A.O. Schwarz kicks off e-commerce holiday blitz

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F.A.O. Schwarz is lining up four charter members in a program to drive traffic to its site for the holidays. The toy retailer has hired US Interactive, N.Y., for the promotion, which runs from Nov. 17 through Jan. 1, and aims to generate at least $500,000 in merchandise through online transactions, said Jim DeLorenzo, public relations manager at US Interactive. The members of the partnership program are Prodigy, Lycos, The Associated Press and New Century Network. F.A.O. Schwarz is using LinkShare Synergy, software by LinkShare Corp., to track and reimburse the partner sites for sales they refer to the toy site.

Prodigy is promoting the toy site in the Prodigy Shopping Network; Lycos is making it part of its Lycos Holiday Shopping Network; and AP and New Century will be running ad banners.

Copyright November 1997, Crain Communications Inc.

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