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

John Pincott / E-Commerce

The secrets to success of buy online, pick up in store

Training, signage and motivation are all critical elements to making in-store pickup work. If done ...

FPO

Meyar Sheik / E-Commerce

Time to spring clean your digital retail strategies

With holiday promotions starting as early as September, now is the time to assess the ...

Advertisement