December 5, 2011, 10:44 AM

Flowers / Gifts / Jewelry

Giving gift-givers the right tools

Internet Retailer
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Online retailers of flowers, gifts and jewelry face plenty of competition from stores and other e-retailers. Retailers in these categories on Internet Retailer's Hot 100 list this year set themselves apart by providing web shoppers with unique features and functions to keep them engaged—and coming back for more.

At some of the latest additions include specialty "shops" such as the Happy Hour Collection, featuring the Margarita Bouquet floral cocktail. There's also a-Dog-able, which includes dogshaped floral arrangements.

Online jewelers such as and get shoppers in on the act by enabling them to design their own pieces. Gemvara shows customers an instant rendering of their design, and a recommendation tool suggests more designs that follow their preferences. Blue Nile gives first-time engagement ring buyers plenty of guidance about purchasing diamonds and settings, and shows them how diff erent combinations will look.

Vermont Teddy Bear Co.'s web site makes it simple to send meaningful gifts to loved ones. 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.

Greeting card retailer American Greetings lets web site shoppers browse by occasion or product, and the retailer trimmed the number of navigation tabs this year to make searching easier. Its search engine enables a shopper to narrow his hunt by selecting the occasion, recipient and style of the card.

The way these e-retailers separate themselves from the pack makes them easy choices for the Hot 100.

E-Retailers Awarded the Hot 100 of Flowers / Gifts / Jewelry:


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