Sanjay Singh, formerly of Abercrombie & Fitch and Procter & Gamble, will head up a new data-analysis business unit.
The merchant has launched a tablet-optimized site with a special offer and contest.
Dec. 4 is “Tablet Tuesday” on FatBrainToys.com. It’s the day Fat Brain Toys officially launches its tablet-optimized commerce site, which has been up and running for a week in beta test mode. To celebrate the new site, the toy maker and seller will give shoppers 15% off all purchases made via tablets with free shipping on orders greater than $99. Further, every customer who completes an order on a tablet will be entered into a drawing to win a new iPad and various Fat Brain Toys prizes.
Fat Brain Toys, No. 454 in the Internet Retailer Top 500 Guide, created a unique home page for the tablet site that features across the top half an area dubbed “The Swipeable Top 10.” Here shoppers can swipe their way from left to right and back through the best-selling toys on the web site.
The tablet site also features mostly high-resolution images to take advantage of many tablets’ high-resolution displays, chiefly the Apple Inc. iPad’s Retina Display. Retina Display is an Apple term for liquid crystal displays with pixel density so high that the human eye cannot notice pixilation. “We are in the process of shooting photos and product shots in a more artistic and visual setting specifically for tablet usage,” adds Matt Hansen, director of marketing.
On the photographic front, the merchant has made product details pages more visual. It has greatly increased the image size. “For our tablet site we’re really leading with images first, data second,” Hansen says. “Our goal is to draw the tablet shopper in with rich imagery and then let the commerce portion take care of itself. The end user has the ability to browse visually and swipe and stretch and enlarge and shrink images of each product. Overall it’s more of a visual shopping and browsing experience.”
Customers inspired the tablet site. 14% of total traffic to FatBrainToys.com comes from iPads; 2% is on other tablets, the retailer reports.
“Tablet shoppers are looking for a different experience than the traditional desktop shopper,” says Mark Carson, co-founder of Fat Brain Toys. “We want to give customers the opportunity to swipe and browse our over 7,000 toys, in a more relaxed and personal way.”
A tablet shopper conversion rate lower than that for the desktop shopper also inspired the tablet site.
“Earlier this year we identified a large disparity in the conversion rate between tablets and desktops, even though the average order for tablets was a bit higher,” Hansen says. “Our goal is to wipe away the conversion disparity and increase the average order size 10%. With the tablet site only active in a beta state for a week, it’s a bit premature to quote any stats, but things are looking very promising so far.”