Get All Your Customers' Eggs in Your Basket

Case in point: Amazon.com. What started as the "Earth's Biggest Bookstore" in 1995 is now an online powerhouse, offering everything from toys to travel and Target merchandise. Amazon.com took a winning formula and added new product categories and partners. And in spite of their hugeness, they come across as warm and approachable, with a personalized homepage and customer-specific product recommendations.