Barclays drops IndigoSquare online shopping brand

Barclays drops IndigoSquare online shopping brand

Barclays Bank has abandoned its IndigoSquare online shopping brand in favour of "Shop Smart from Barclaycard". The re-branding exercise follows the UK bank's purchase of online shopping comparison Web site Shop Smart in May in a deal worth £1 million.

The new look follows a three-month integration process designed to offer price comparisons, availability and delivery cost of many items, as well as product and 'best deal' reports for online shopping.

The decision to retain the ShopSmart brand name was straightforward, says the bank. The site has more than 500,000 visitors each month and has 60% brand awareness. In focus groups, customers responded positively to the association with Barclaycard for added security and assurance in online shopping, says the bank.

Shoppers visiting IndigoSquare will automatically be re-routed to ShopSmart.

ShopSmart’s Chief Executive Mark Shea says: "The team at ShopSmart has spent the last 10 weeks analysing the effectiveness of the marketing activity of both sites to ensure immediate cost effective customer acquisition and retention. Apart from taking advantage of marketing agreements within the Barclays group, we will also fully exploit our partnership with AOL and Walmart-Asda."

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