Delight.com

Self-described as “an every day shopping adventure dedicated to putting the joy back in shopping,” Delight.com was launched in March 2007 by Internet veterans Lynda Keeler and Tracey Tee.

“Both Tracey and I are big online shoppers,” said Keeler. “We thought it would be great to be able to bring to life [in an online format] the idea of shopping at a boutique and shopping with friends, and merge that with the idea of the Home Shopping Network, where there is a special every day.”

Based in Denver, CO, Delight.com is a unique shopping experience in many ways. Each product features two components — first, a short note on why the editors love the product, and then, further down the page, a much longer feature detailing real-life experiences with the product, information about the designer or brand, and an in-depth discussion about the product.

In addition to the editors, Delight.com boasts 13 Testing Panel members, who range in age from 28 to “50-ish,” and whose profiles and photographs can viewed by consumers on the site. It's that real-life aspect that conveys that sense of shopping with friends. The open forum for comments on products is also widely used, and rarely edited (unless it is blatant misinformation, said Keeler). This creates dialogue between the customers.

The “Today's Delight” feature — a highlighted product delivered at lunch time (because these women know when many users doing their shopping) with a special one-day-only incentive, like free shipping, a percentage off, or a free gift with purchase — keeps customers coming back to the site daily.

“There's always something new every day — it builds shopping, anticipation and addiction,” remarked Keeler.

Along with the more-than-ample product descriptions and reviews are easy-to-use enlargeable photos; Keeler said plans are also underway to add videos to demonstrate products in use.

To find gifts, customers can shop “Editor's Picks,” “New Arrivals,” “Eco-Delightful,” or “General Store,” or shop by price or recipient. The site also features a blog, written in best-friend conversational tone, that highlights different products.

Keeler and Tee's mantra for purchasing products for the site is that they must be “beautifully designed and insanely useful.” Their customers are primarily women who are both busy and discerning, so items that enhance busy lives are of particular interest. The partners also put a focus on the work of new and emerging independent artists.

Attention to detail at every touchpoint is also key, and continues all the way through the final purchase. When customers receive their gifts, they are wrapped in tissue paper and include a hand-written thank you note. The site also features a highly rated daily and weekly newsletter.

So far, it's working. Delight.com is on track to double sales and traffic, and 20 percent of its customers come back for a second (or third, or fourth) purchase within three months.