November 27, 2012, 2:27 PM

DailyGrommet.com: Storytelling sales

Daily Grommet uses stories to sell products that could otherwise go unnoticed.

Lead Photo

DailyGrommet.com sells food, home décor and other products that are relatively unknown, and uses video and editorial content to tell the tales behind the items. A recent two-minute video, for instance, sings the praises of a handmade wooden baby rattle, with commentary not only from the retailer but also the product’s creator. Editorial description on the product page further rounds out the pitch. “Products on a shelf can’t talk, right?” says Joanne Domeniconi, Daily Grommet’s co-founder. “This is about getting the voice of the creator to the consumer.”  The philosophy of the 4-year-old e-retailer is intriguing enough that in 2012 DailyGrommet.com attracted an unspecified investment from Japan-based Rakuten Inc., which owns U.S.-based online marketplace Buy.com.

Purchase the 2013 Hot 100 Issue of Internet Retailer

View the entire 2013 Hot 100 List

 

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Thomas Andersen / E-Commerce

This year’s shipping rate increases are bigger than they look

That’s because the cost of shipping more common, low-weight parcels via FedEx and UPS is ...

FPO

Adrien Henni / E-Commerce

Russian e-commerce: domestic sales slump, Chinese imports soar

There is considerable growth potential, however, as online retail accounts for just 2% of Russia’s ...

Advertisement