Stores Magazine - October 2007 - (Page F4) 5 JCPenney.com metamorphosis from discount online bookstore to a diverse Internet selling environment (and incubator not only for a startling number of micro-suppliers but of online marketing for Target), Amazon has focused relentlessly on two principles: customer service and innovation. Amazon has recently begun selling gourmet foods and fresh produce as an extension of its non-perishable grocery 1 Amazon.com A DIFFERENT ANIMAL By their nature, rankings are based on numbers. Usually you count money, as with STORES’ Top 100 (total sales volume) and Hot 100 (year-overyear sales growth) retailers lists. Ranking e-commerce sites by total online sales would have been something of a research headache: most multi-channel operators don’t break their sales out by channel. And the Internet — in retailing as in so many other areas — is a different animal. It has changed consumer behavior in ways that are only now becoming clear, and some of those F4 STORES / OCTOBER 2007 changes are not reflected in straight online sales volume figures. The Favorite 50 online retailers, then, is a list of e-commerce websites as ranked by the consumers who use them. Worthington, Ohio-based BIGresearch asked two open-ended, write-in questions about online shopping to a universe of 7,675 consumers: What website do you shop at most often for apparel items (clothing, shoes, accessories, etc.)? What website do you shop at most often for non-apparel items (electronics, home decor, etc.)? No merchants’ names were listed or suggested; respondents came up with the answers on their own. There was a good deal of overlap, as can be seen from the chart: 18 of the Top 50 retailers – including nine of the top 10 — were given in response to both the apparel and non-apparel questions. The final list was assembled by ranking online retailers in order of total mentions. WWW.STORES.ORG http://JCPenney.com http://Amazon.com http://WWW.STORES.ORG
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