Hot 100 List - Internet Retailer

How to make good functionality fun

Retailers of toys, hobbies or sporting goods may have a leg up on retailers selling in other categories because their products are, simply put, fun. But they also face tough competition. These sites have developed functions that help them win consumers’ loyalty.

Company

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Evo.comQuick comparisons

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Why They're Hot:

Quick—what are the differences between Rossignol Axial2 140 XXL and Marker Jester Schizo ski bindings? At Evo.com, the answers are a couple of clicks away, thanks to the outdoor goods e-retailer's product-comparison engine, which lets visitors compare as many items as they want, and provides extensive information about each. In the case of the two products above, the comparison tool shows differences in the items' warranty length, brake width, recommended use, construction and price. Sure, expert outdoorsman—and women—often know what they want, but more casual consumers often need more, says Nathan Decker, head of e-commerce. He adds that the tool, which Evo built itself, counters the tendency of some shoppers to put items in their carts just to learn more about them, and then leave the site without purchasing.

Key Statistics:

Date Launched:2001
Unique Visitors:143532
Web-based Sales:Order the Hot 100 issue

Who They're Using:

NetshoesDiversity perfected

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OompaToys, not noise

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REIOn the go

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The North FaceShowing the way

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