A startup is taking the wraps off a search engine it says can connect searchers to local retailers selling the products being searched, according to AdWeek. Retailers Sears, Home Depot, Ikea, Best Buy and Lowe's are participating in the site, as are manufacturing brands Maytag, GE and Whirlpool.

The company, named Krillion, has launched its ad-supported site as an effort to point shoppers to the nearest outlet that can sell them the product they've searched for. It matches e-commerce data with store locations to provide searchers with price comparison and store locations.

In-text and banner ads will be displayed on the site, and those ads will be geo-targeted to increase relevance. Krillion executives are playing up the massive amount of inventory now available to advertisers as well as the fact that visitors are there for the purpose of shopping.

The site looks to connect search to purchase behavior, based on studies showing that consumers are looking for product information online but going to bricks-and-mortar stores to do their buying. The initial launch contains information just on major household appliances, but Krillion hopes to add consumer electronics in the summer.