EToys plays against a giant

Article Abstract:

EToys has taken extra steps to maintain its online toy market lead over established stores such as Toys 'R' Us. Los-Angeles-based EToys, founded by Toby Lenk in 1997, will spend a minimum $5 million in marketing its Web site. America Online also will receive $3 million to serve as the company's main toy retailer. Inventory represents the most crucial part of EToys' success, as 450 manufacturers supply its 8,000 catalog items. Among the offerings are a range of toys, books, videos, music CDs and tapes, video games and children's software. Customers conduct real-time inventory searches of categories that include price, brand name, awards, staff recommendations and age. Affluent and educated women account for 70% of the company's customers. Daily visits to the EToys Web site have leaped from 6,000 in May 1998 to 25,000 in Jul 1998, according to Media Metrix.

United States, Hobby, Toy & Games Stores, Hobby, Toy, and Game Stores, Hobby, toy, and game shops, Management, Planning, eToys Inc., World Wide Web, Company business planning

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Foot Locker's big play for e-commerce

Article Abstract:

Foot Locker, the purveyor of athletic shoes owned by Venator Group, determined to provide itself with a state-of-the-art electronic commerce marketing element, and hired Guidance Solutions to design the site. Foot Locker leads the sports shoe market segment, with its 3,000 outlets generating $1.6 billion in sales revenue. After a one-year development stint, the new site does a good job of backing up its claim to being a 'world class' presence. Each of the five sites corresponds to a market segment such as Kid's Foot Locker and Lady's Foot Locker, and includes a mix of interactive games and promotional vehicles designed for that particular market segment.

Marketing, Company Web site/Web page, Web sites (World Wide Web), Foot Locker

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