Retailers shift their ad spending from TV, radio and print ads to digital ads.
Nifty Cool Inc., a specialized online children's store at www.niftycool.com, recently relaunched its web site. Redesigned to resemble a classically illustrated storybook with Niles the Flying Pig as the narrator, niftycool.com helps shoppers select gifts by age or interest. "Even with our success the past two years, we've learned a lot and wanted to make the customer shopping experience easier and more enjoyable," said Steve Goldman, president and CEO. The company reports that last year all orders, including those made Christmas Eve, were delivered by Christmas day. "Few e-retailers can make that claim," Goldman said. In addition, only four items were returned after the holiday season, none of which were for quality reasons. "This speaks volumes as to our product selection," he said. Goldman says besides continuing to provide a safe, secure and private shopping experience, the new niftycool.com, is faster loading and allows for better browsing and searching. The online store categorizes products by age and type of item. "We try to make it easier for customers to select gifts that are appropriate and fun for the child," said Goldman. "This makes for happy kids and reduces the need to return items." With more than 1,500 products, Nifty Cool offers more than toys including children's furniture, essentials for newborns and infants, as well as creative toys, books, music, software and more. Nifty Cool recently opened a brick-and-mortar store in Salt Lake City.