The Online Insider Examines TheBestThings.com
Written: Feb 06 '04
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There are some websites that don't fit the conventional rules of find, click, and buy. Some sites are based on the premise that skilled people are working behind the scenes to get you deals and access to items that you would not be able to find yourself. As such, the design of these sites can be a bit more lax. The real reason a site like TheBestThings.com is around is to connect you to high quality goods found by it's employees.
About the Company
The store was founded in 1997, by Jenny and Lee Richmond, two people who enjoy the finer things in life. They reckoned that connoisseurs can be shrewd shoppers -- and that even though the best things are often pretty expensive, that doesn't mean the consumer should be overcharged. Armed with this knowledge, they started looking for value in high class items. Before selecting any item for sale, they ask themselves if they'd be proud to own and display the item, so you can trust this site to deliver quality. The Richmonds' hope is that their experience will save the consumer time and money, while at the same time deliver excellent items. In their words, "Why chase all over creation trying to find that special item when we can send it right to your doorstep for less than you would have paid in the store?"
About the Shopping Experience
The site relies on broad categories to allow the user to browse about. The site is broken up into areas on:
*Antiques, Fine Art & Collectibles
*Consumer Electronics
*Housewares
*Fine Writing Instruments
*Office Products
*Personal Care Products
*Photography and Digital Imaging
*Sporting Goods
*Travel Products
*Woodworking Products (Tools)
Some of these seem a bit more highbrow than others, and perhaps this is the main problem with this site. Certainly Antiques are something that the average consumer needs help on (and they actually have one of the Antiques Roadshow appraisers to help out here), but can't you or I find a decent digital camera? I question if the Richmonds might have strayed too far from their areas of core knowledge.
However, this site doesn't bend the rules when it comes to converting browsers into buyers. When I search in the Housewares area, I am taken to a page that has several subheadings. Cutlery and Coffee Makers are part of this display. If I click on Coffee Makers, I am taken to a page that lists about 7 models. One of the models is the Braun Flavor Select. After 3 clicks I can select this model and put it in my cart. Good job, there.
General Thoughts
I think that the Best Things is a site that offers great finds and value in some of their areas, especially Antiques, Fine Art & Collectibles. However, when it comes to more mundane stuff, you'd do better at a large online retailer like Amazon, or a speciality retailer like Circuit City or Best Buy.
As an example, the Braun Coffee Maker is available for 49.00 at TheBestThings.com, and for the same amount at Amazon. With the Super Saver shipping at Amazon, you'll end up at a lower price than here at BestThings.com
Recommended:
Yes
What product did you purchase or try to purchase? Braun FlavorSelect Coffee Maker (12 cup)
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Member: Brian H
Location: Northeast
Reviews written: 297
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