Variety a Driving Factor in Shoppers’ Favorite Online Merchants

October 2007

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According to STORES magazine’s inaugural Favorite 50 survey, conducted by BIGresearch, consumers are drawn most to Web sites that offer a variety of choices. Topping the publication’s rankings for customers’ favorite online retail companies was Amazon.com, whose broad product array connects with consumers. Following Amazon’s site was another site full of possibilities, eBay.com. The rest of the top 10 is below, followed by a list of all catalog companies ranked in the top 50.

3. WalMart.com

4. BestBuy.com

5. JCPenney.com

6. Target.com

7. Kohls.com

8. Overstock.com

9. Google.com

10. Sears.com

The following catalogers were also on the list (followed by actual rank):

LandsEnd.com (13), LLBean.com (14), Blair.com (17), Macys.com (18), HomeDepot.com (20), VictoriasSecret.com (21), Chadwicks.com (22), Haband.com (24), ColdwaterCreek.com (25), EddieBauer.com (28), Newport-News.com (29), Roamans.com (36), WomanWithin.com (formerly Lane Bryant) (40), Cabelas.com (41), Eastbay.com (42), SierraTradingPost.com (43), KingSizeDirect.com (45), Dell.com (47) and CasualMale.com (49).

STORES is the official publication of the National Retail Federation. For more information, go to www.nrf.com .