November 29, 2011, 4:14 PM

Data-driven fun

FatBrainToys.com uses customer input to lead site changes.

Lead Photo

FatBrainToys.com sells fun and educational toys, and it uses its customers’ gray matter to fine-tune its merchandising. FatBrainToys mines data from product reviews and customer requests to create the site’s merchandising tools. Consumers can use the site’s Gift Wizard to search according to the recipient’s gender, age and interest, and by price and country of origin. Product pages include a Toy Value Index and Toy IQ ratings, which incorporate customer review data. Pages also include a visual review cloud of words most commonly cited in customers’ reviews. “We work hard to find the toy-specific things that really separate us from other, bigger players,” CEO Mark Carson says. In an American Express contest this summer, the retailer won a two-day Facebook training session in social media marketing.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Jon Noronha / E-Commerce

Seven ways to personalize online marketing

Use what you know about the shopper in every communication, create a sense of urgency ...

FPO

Emil Sayegh / E-Commerce

The Ashley Madison debacle: lessons for online businesses

Ashley Madison actually did something right that prevented the breach from being even worse. But ...

Advertisement