November 27, 2012, 2:27 PM Storytelling sales

Daily Grommet uses stories to sell products that could otherwise go unnoticed.

Thad Rueter

Senior Editor

Lead Photo sells food, home décor and other products that are relatively unknown, and uses video and editorial content to tell the tales behind the items. A recent two-minute video, for instance, sings the praises of a handmade wooden baby rattle, with commentary not only from the retailer but also the product’s creator. Editorial description on the product page further rounds out the pitch. “Products on a shelf can’t talk, right?” says Joanne Domeniconi, Daily Grommet’s co-founder. “This is about getting the voice of the creator to the consumer.”  The philosophy of the 4-year-old e-retailer is intriguing enough that in 2012 attracted an unspecified investment from Japan-based Rakuten Inc., which owns U.S.-based online marketplace

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