While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
An apparel site that caters to its passionate customers
While relatively new to online retailing, it didn’t take long for sports apparel maker LuLuLemon Athletica to build a winning e-commerce site. LuluLemon’s core customers are affluent fitness-minded men and women in their 20s, 30s and 40s. They are passionate about the brand and in just three years LuluLemon has built a retail web site that fuels their passion. The product pages on Lululemon.com feature rich images and zoom technology that let shoppers see yoga tops in full detail and from multiple angles. But what sets LuluLemon.com apart from other apparel sites are features such as very personal product reviews that provides details about each reviewer, such as her age, body type and workout style. The site wins over shoppers—through the first six months of 2012 web sales grew 128% year over year.
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