With aggregation of content from a wide variety of sources the big game in town and the game likely to put yellow pages and similar directories to bed, it’s essential that bricks and mortar independent retailers feed the aggregators with links/content.

This clickz.com report advises that consumers are more likely to look at aggregator sites than specific merchant sites.

Most online consumers (59 percent) begin their shopping searches on aggregator sites rather than at merchant sites, according to a report conducted by BizRate Research on behalf of Shopzilla. Aggregator sites include search engines, comparison shopping sites, shopping portals, and auction sites.

As a software provider to the bricks and mortar world we have to help our clients feed the aggregators so that products from our clients are found online.