That conversation is generating data consumers need for comparison shopping. Sites like TheFind.com and Milo.com let shoppers find prices and real time availability, and will e mail them once a missing item is in stock. ShopItToMe.com, a clothing oriented site, allows users to register which items they want and in what size, and then alerts them when those items get discounted. All these sites base their searches on a user s zip code, steering shoppers to local deals. Some consumers lament that none of these tools are expansive enough to cover everything; because retailers vary so much in the data they put online, all the apps have gaps. And the infancy of the technology means there are occasional comic moments. When Gomez Marquez recently tried to price check a digital pen at a bookstore, he lost his cell signal he had to carry the box to the other end of the store to find reception. And some of the systems, he says, remain too complicated even for him You don t want to have to read a manual, he says.
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