The ‘cool factor’ is crucial

Retailers in the health and beauty category looking to grow their online sales might want to look to these six merchants for some intriguing ways to sell online items most often bought offline.

Company

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Why They're Hot:

The nose knows, but BathandBodyWorks.com has figured out, through design and creative merchandising tools, how to market online products most consumers select based on scent. The multichannel retailer of scented skincare and home products's web site features a Fragrance Studio where it categorizes its scent families under terms like exotic, citrus and warm; consumers who click warm, for example, visit a page filled with warm colors, descriptive headlines like "cuddly soft cozy" and the retailer's eight matching scents. Seasonal goods are merchandised together, and help convey scents such as "pumpkin picks." And while consumers can't smell scents through their computer screens, oversized colorful images and sounds—like chirping birds—stimulate their other senses as they shop.

Key Statistics:
  • Date Launched:1998
  • Unique Visitors:2,256,722
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: