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Yalook in a new light - or not

It's finally ready. Yalook, the once extremely innovative fashion startup of the Otto Group will appear for three days "in a new light." So at least the official wording on the Yalook site.

What happened? After Yalook was brought to just one and a half years to start to thoroughly shake up the fashion market , the site is now a platform comparison with articles of dress-for-Less, Zalando, Yoox, Fashion Sisters and of course Otto.

little sad, but obviously you have properly money burned , and Otto Board has the patience lost (officially made it to the former business model is not going on, it was already in August 2010 ) . Quite funny: could a Discount24 over 10 years every year losses make before "pulled the plug" was. In Yalook there was much less patience. And guess what Discount24 today? Well ... exactly: an aggregator or a comparison site. Like Yalook under the umbrella of Smatch/Shopping24. Smatch? Yes: another aggregator !

power somehow from business model yes a lot of sense: as an aggregator or reference side you have a lot of advantages - not least of which is that you have no goods to risk. Because in the end is exactly the crux in the shipping trade: You buy a product, they go to camp and then have to see that you get rid of the goods. Whether the jeans, dresses or refrigerators are. And every month, the Goods in the warehouse is located, it costs money (storage, etc.). And ties up capital. And losing value.

Since it has an aggregator much easier: the risk lies with the shop. Even we can look forward to the (percentage) sales commissions. Risk = 0 Great, right?

Well, a catch all, of course: if the - accepted - rather than natural resources, a company of the Otto Group has inevitably pay will, then you have to pop already properly traffic to the site. Problem: eventually dried up the traffic that one for free because of the brand development via Google gets (example Discount24). And whether this Body will be so mad is a lot of sense (= it makes financial sense) to buy the traffic by standing with prominent terms such as "TV" on Google to # 1! I venture to doubt again.

Well, should not even be my problem. Yalook is what paid advertising terms at the moment very, very cautious. I guess we will wait, how effective the new approach.

Nevertheless: I press Yalook course the thumb.

PS: Props to Exciting Commerce the inspiration for this article.