retail profiles // sexy // after12toys.com

In October 2008, Aaron Bennett launched his e-commerce shop After12Toys.com featuring a selection of products including costumes, lingerie, sleepwear, shoes and more, with the hopes of not only offering a private and safe shopping experience, but also to meet the need for top name brand lingerie and toys at an affordable price.

With over 20 years of garment experience under his belt, Bennett constantly updates his site and adds new styles daily. "We only have about 20 percent of all our items up right now, but each day we are adding more and more product," he said. He expects to have all items that he carries up on the site by May of this year.

The site is run by Bennett alone, but he does have help when it comes to picking out products that he offers. "I have a staff of three ladies that come when the catalogs arrive from my suppliers," said Bennett. "Every change of season, they go through the catalogs and decide what is nice and what people would like." These women vary in age, which gives Bennett a perspective as to what women in specific age groups are looking for.

Currently, After12Toys.com gets approximately 375 unique hits daily, he said. Approximately 70 percent of these customers purchase at least one item, a percentage he presumes will increase as more product is added to the site.

Presently, the typical price range that a customer spends on underwear and bras is under $30. Additionally, $75 is the average price a typical customer spends on each order, he said. His customers shop for lingerie "once a month, some even more," and according to Bennett, Dreamgirl, Leg Avenue and Elegant Moments are the most popular brands right now.

A future change includes plans of setting up an interactive instant messaging feature that will allow customers to ask questions about the products and have them answered real time as they shop. If all goes to plan, the instant messaging feature will be available 24 hours a day.

Additionally, Bennett says keeping his shoppers' credit card information safe is a huge priority and he will be adding a feature where the site will be monitored on a daily basis to keep it hacker-free. Currently it holds a certificate from Network Solutions deeming it a secure site and validated for online transactions.

Security is a priority because Bennett wants customers to keep coming back. "We want them to know 'you have a friend here, we're going to be here and every time you come back, we will work for you.' After12Toys plans on being here from now on," he said.


— B.F.