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.

Company

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Why They're Hot:

Cyclists willing to drop $1,500 on a bike are likely not your run-of-the-mill leisure riders. CompetitiveCyclist.com knows that the athletes heading to it site are probably discriminating, and so when it relaunched its site in August it added a slew of customization options tailored to those shoppers. The Bike Builder tool shows options that can be customized in a bold font and for each option it displays a drop-down menu showing available features. If a consumer wants a saddle other than the one displayed, she can swap it out and pay the difference. Or, if a cyclist already has a set of tires, he can eliminate the tires from the order. The Online Fit Calculator is an eight-step measurement guide complete with photos and videos a cyclist can use to determine his ideal frame size.

Key Statistics:
  • Date Launched:NA
  • Unique Visitors:82,163
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: