Their online magazine, ShoppingLab , is aimed at consumers who want more information on which commercial Web sites offer the best pricing, selection, and service. According to Firme, this isn't simply a subjective feeling. We go through the process as if we were a customer, and for each site, we use two professional reviewers who work independently of each other. They shop the sites at different times, order products and receive shipments, and then file reports. We then average their reports to come up with an overall rating for the site.
People can get as much or as little detail as they want.
ShoppingLab displays the reports on its Web site. They are elaborate, containing information on every aspect of the order and delivery process. Figure A shows a portion of a report. The ShoppingLab Web site is free, and it's supported by ad revenue. The site has been in operation for two months and already has 5,000 people receiving its free email companion service.