Translating touch and feel online

Toys and sporting goods might be among the most touchable of products, and the e-retailers profiled for the category this year are figuring out non-tactile ways to encourage consumers to buy online.



Why They're Hot:

Callaway Golf Interactive seeks to mirror golf's social nature on its e-commerce site. That's why it prominently features the "Callaway Community" on the home page of, directly beneath a rotating hero image. The community section aggregates all of the company's social media activity and allows users to filter results by outlet (including Facebook, Twitter, YouTube, Pinterest and Instagram) without navigating away from the page. In the filtered results, shoppers see a snapshot of each post containing a text overview, information on when and where it was posted, and a link to view video tutorials, PGA Tour news and interviews with famous golfers, and new product releases. Product pages also feature YouTube product reviews and instructional videos.

Key Statistics:
  • Date Launched:2001
  • Unique Visitors:197,181
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: