Creative selling helps sustain sales

Online retailers that sell flowers, gifts and jewelry have the ability to make a big splash in offering a unique set of products and knowing how to market them well online.



Why They're Hot: tempts visitors to its seven subscription sites—encompassing chocolate, cheese, cigars, wine, beer, flowers and a build-your-own option—to indulge in little luxuries any way it can. "We want people to envision themselves enjoying our products," CEO Kris Calef says. The site features rich photography that emphasizes how it selects products and it includes a wealth of product information. The retailer uses the site to convey how its subscription service is different from those of competitors, he says. A unique calendar feature lets consumers view past and future selections. Calef says all key metrics—such as time on site, conversions and more—have increased significantly since the redesigned sites debuted a year ago, showing that consumers are indeed pausing to indulge.

Key Statistics:
  • Date Launched:1994
  • Unique Visitors:NA
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: