The tools build on the vast amount of information Google knows about consumers.
Online gift retailer Vat19 has racked up more than 200,000 subscribers and 160 million views on YouTube
Jamie Salvatori, owner of novelty e-retailer Vat19.com began his career in TV commercial production. So, when he decided in 2006 to begin selling online, using YouTube as a primary marketing media was a natural choice. The merchant’s silly videos feature staff members chomping on 5-pound gummy bears and kicking around 6-foot-tall inflatable soccer balls. Vat19 has racked up more than 200,000 subscribers and 160 million views on YouTube, and says it gets at least 35% of its new customers from the social network. Vat19, which calls itself a “purveyor of curiously awesome products,” is also active on Facebook, where the merchant aims to connect personally with shoppers and convey a sense of its offbeat personality. “In the end,” Salvatori says, “you’re going to buy from the people you like the best.”
Purchase the 2013 Hot 100 Issue of Internet Retailer
View the entire 2013 Hot 100 List