Vermont Teddy Bear Co.’s web site aims to make it simple to send meaningful gifts to loved ones. That’s why four of the seven tabs on its home page—occasions, holidays, recipient, themes—are aimed at steering shoppers to the right gift. A customer can customize certain bears; in a few clicks, she can change the bear’s fur and eye color, add a note on the paw, and, in some cases, include a message on the bear’s clothing. If the customer forgets to buy a Valentine’s Day gift, for instance, certain SKUs can be ordered as late as midnight on Feb. 13 and still make it to the recipient’s house the next day. “Our goal is to make giving thoughtful gifts as easy as possible,” says Victor Castro, the retailer’s director of e-commerce operations.
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