Wrapping around what they know

For the 10 specialty e-retailers in the Hot 100, selling online isn’t just about merchandising and design, it is about figuring out what their customers’ desire and finding interesting ways to meet those needs.

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Why They're Hot:

It's tough to buy eyeglasses online, as a shopper can't physically try them on. But at women's eyeglass e-retailer RivetandSway.com, personal stylist Ritzy is there to help. At the site, the consumer answers a few questions about her face shape (such as if it is heart-shaped or square-shaped, wide or narrow). The quiz helps the shopper decide on three pairs of frames that the retailer ships to her for free. When she receives the frames, she can e-mail pictures to Ritzy, and then collaborate with her on which best suit her. She has three days to try them on and return the ones she doesn't choose. RivetandSway.com, which launched in September and sells nearly two dozen types of frames starting at $199, says that the women who use the personal stylist service are 30% more likely to buy than shoppers who go it alone.

Key Statistics:
  • Date Launched:2012
  • Unique Visitors:90,000
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: