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(Continued)     The RFS Newsletter, Jul. 8, 2006. Page 5
The idea is that consumers will respond to the added breadth and depth of listings by visiting more often, eventually expected to result in more leads delivered to advertisers. With the company's new comprehensiveness comes an increased emphasis on soft goods, such as clothing. For those categories, the company has created proprieteray clustering technology to allow its users to narrow down searches by attributes such as brand, color, fabric and fit.

Smarter.com believes allowing people to narrow results will result in advertisers receiving more qualified leads. The company is playing catch-up with more well-known players that had a significant head start before it launched in 2004. For example, Shopping.com began beefing up its unpaid listings in the name of comprehensiveness back three years ago. "Now we really feel that from a technology standpoint, we're right there with the bigger players," said Willmes.

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