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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NetshoesDiversity perfected

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OompaToys, not noise

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REIOn the go

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Why They're Hot:

Consumers with active lifestyles often turn to Recreational Equipment Inc. to find outdoor clothing and gear. And to help them use REI.com, the retailer provides multiple product filters. But first, the consumer is greeted with rotating hero shots that feature gear and clothing in season, sales or a brand highlight. The e-commerce site also prominently displays free shipping notices in the upper right and center of the page. Product filter options include item weight, brand, size, gender of user, color, price, rating and best use, such as casual or backpacking. The site also provides lots of information, such as how to choose gear and clothing, activity checklists and videos. REI.com also promotes the retailer's outdoor school, which teaches outdoor skills, and travel services.

Key Statistics:

Date Launched:1996
Unique Visitors:2485582
Web-based Sales:Order the Hot 100 issue

Who They're Using:

The North FaceShowing the way

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