IBM TAKES SHOPPING ON-LINE
By Adnews Staff
IBM Canada of Markham, Ont. will launch an on-line shopping mall in North America in the fall called World Avenue. So far it has 20 retailers from around the world preparing to set up shop. The first two companies to sign on were Hudson's Bay Co. of Toronto and Cie Internationale Express of Columbus, Ohio. Hudson's Bay will offer about 400 items in about 12 different categories from its Zellers and Bay stores. World Avenue has a secure payment system that will keep customers' credit card numbers away from hackers. The system uses encryption technology to scramble the electronic order forms containing the credit card numbers until the form is decoded by IBM. With the user's consent, World Avenue records the consumer's browsing and purchasing habits. The system will then personalize their view of the merchandise. A gift gallery offers suggestions and an accessorization feature lets retailers offer consumers alternative products. For example, if a user is looking for a camera, the screen will also bring up items such as film and camera bags. IBM hopes to have another 30 retailers on World Avenue by the fall of 1997.