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Unique tools help shoppers buy

The retailers in this year's Hot 100 toys and sporting goods category have figured out ways to provide a unique shopping experience that makes customers comfortable enough to buy online.



Why They're Hot: Many retailers sell toys online. How has a midsized web-only retailer like Fat Brain Toys kept growing since its 2002 launch? “It’s a matter of making it clear to every consumer that we’re toy specialists in every way,” says president and co-founder Mark Carson. One way is by showing consumers the age, gender and interests of the child each toy is designed for. How does it know? By asking shoppers before they check out questions about the child they’re buying a particular toy for. About 40% respond to the brief, optional survey, and that provides invaluable data. “Even for a new product we may only have online for a month we can build a pretty quick profile,” Carson says. The e-retailer also shows videos of children playing with each toy, producing many of the videos itself.
Key Statistics:
  • Date Launched:2002
  • Unique Visitors:200,090
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: