Quidsi unveils e-commerce site for toy products

E-commerce retailer Quidsi launched YoYo.com on Sept. 20, an e-commerce site with 20,000 toy-related products.

The site, designed in-house, features shopping tools such as a Toy Finder to streamline product searches according to appropriate age, gender and price; filters to segment products in categories such as Award Winning, Eco-Friendly, No Assembly Required and No Batteries Required; and a WishList to enable consumers to create a shareable list of products.

Quidsi will expand the WishList into a WishBook in October that will format the list as an online catalog that consumers can browse, annotate and from which they can purchase products, said Galyn Bernard, site director at YoYo.com.

In addition, an email program will be launched next week, in which “we’ll be highlighting our latest YoYo picks, specialty brands, top-selling items or things that are seasonally relevant,” she said.

To make a purchase on YoYo.com, consumers are required to register an account with the site. Bernard said registered users will be automatically opted in to YoYo.com’s email program. When consumers create an account, they have the option to list their children’s ages so that YoYo.com can send emails customized to a particular age group, she said.

The site is also working to customize its homepage for registered consumers “so we know who you are and can message appropriately,” said Bernard.

The site shares an online shopping cart with sister sites Diapers.com, Soap.com, BeautyBar.com and Wag.com. Bernard said the site has not implemented a shopping cart abandonment email program.

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