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: caters to two distinct demographics: athletic shoe geeks who eagerly anticipate the release of the Nike Lebron 11 or Adidas Rose 4.0. and shoppers who simply need a new pair of running shoes. For the geeks the site prominently features a "release calendar" in its top navigation bar. And for those who don't know what they want, the retailer points them to its most popular products via "best sellers" assortment options under each category page. And, when shoppers land on a product page, it tells them if the shoe runs true to size. Those pages also let consumers know if the product is available, including in a Foot Locker store. CEO Ken Hicks says, "our web sites will show a product as long as it exists anywhere in our company."

Key Statistics:
  • Date Launched:2000
  • Unique Visitors:3,299,466
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: