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Getting down to business

The one thing that the office supplies and computer electronics equipment retailers in this year's Hot 100 have in common is a focus on efficiency. Efficiency makes for convenience, and convenience leads to sales.

Company

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Why They're Hot: The Shoplet team faced a challenge when marketing its online office supplies store via social media. The products they sell aren’t very sexy. “They’re necessity,” Les Scharf, SVP of business development, says. “But if we can get a little humor, a little levity, express how we’re differentiating ourselves and keep them coming back to the site, then I think we’ve achieved our goals.” Scharf and his team decided to leverage social media in a novel fashion. It uses its Facebook and Twitter pages to engage customers rather than just sell products. For example, in October Shoplet started hosting weekly chats with customers on Twitter. “If we keep them engaged and we show our sense of loyalty and commitment to our customers, we hope they’ll come back and shop,” he says.
Key Statistics:
  • Date Launched:1994
  • Unique Visitors:900,000
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: