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.

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Why They're Hot:

Multichannel retailer Edwin Watts Golf Shops' web site is a hub for all things golf. In addition to standard golf retailer site features like a club finder, it also offers podcasts that feature golfers like LPGA veteran Stacy Lewis and a tool that lets shoppers book tee times at nearby courses. The retailer added the booking feature this summer after partnering with discount tee time reservation engine Golf Owl. The feature leverages the site's geolocation tools so that a shopper located in Chicago, for example, sees nearby popular courses when he clicks onto the page. "The best way we can offer shoppers the best online experience is by meeting their needs every way we can," says Robert Anthony, vice president marketing and direct-to-consumer.

Key Statistics:
  • Date Launched:NA
  • Unique Visitors:123,796
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: