MEDIA-I: Unilever spends $2.9m to create womanism.com

<p>TAIPEI: Unilever has taken a clicks and mortar approach in Taiwan, </p><p>with the launch of a business-to-consumer (B2C) website and a shop </p><p>offering more than 200 products. </p><p><BR><BR> </p><p>The female-targeted site womanism.com offers further proof that the </p><p>consumer goods giant is serious about using the internet as a new </p><p>distribution and marketing channel. </p><p><BR><BR> </p><p>A spokesperson for the company said it spent NT100 million (about </p><p>US$2.9 million) developing the online offering and expects to </p><p>attract 50,000 consumers to purchase online within a year. </p><p><BR><BR> </p><p>Items available on the site include hair and face care and personal wash </p><p>products as well as tea brands. Unilever has targeted the new service at </p><p>women aged between 20 and 35, explaining that this demographic has </p><p>developed the habit of shopping online. </p><p><BR><BR> </p><p>"The site provides a questionnaire for customers to fill in their </p><p>choices. We want to provide a reliable and comfortable virtual shopping </p><p>site to build customer loyalty to our brand," the spokesperson said. </p><p><BR><BR> </p><p>On top of the development cost, Unilever has allocated a similar amount </p><p>for promotion in the coming. Its agency Ogilvy & Mather has rolled out a </p><p>billboard campaign to promote the brand's clicks and mortar offering. </p><p><BR><BR> </p>