Each month, Strategy DirectResponse spotlights a Canadian Web site that demonstrates at least a few of the characteristics we believe should be part of any successful commercial Web site, including but not limited to: superior design and navigational flow, relevant, entertaining and informative content; relationship-building interactivity and, perhaps above all, ample opportunity to respond directly to marketing or commercial offers.

With all the excitement currently being generated in the U.S. over the online commercial success of mega toy merchants like eToys, Toys R Us, FAO Schwarz and Amazon.com, at least one traditional Canadian toy retailer has gone online with a strong e-commerce offering of its own.

Mastermind Educational, a 15-year-old, family-run company that owns eight specialty toy stores in the greater Toronto area, has brought virtually its entire line of toys for ‘people with inquiring minds’ to the Web.

While the site is missing the flashy sophistication of the big U.S.-based toy sites, the breadth of online product selection, coupled with well-organized site-navigation features and a convenient and secure ordering system (Mastermind is an approved Web merchant in the CIBC Internet Secure Payment Service) make it a compelling alternative to shopping in a crowded and noisy toy store.

In addition to colourful buttons that link to branded product lines from the likes of Brio, Playmobil and Lego, there are more than 30 buttons that are organized by brand or type of toy, such as dolls, science kits, puzzles or even dinosaurs. Once clicked on, the button reveals thumbnail photos, descriptions and prices for the products in that category. A further layer of even more detailed product information can be accessed from the thumbnail. In some cases, it is possible to go even deeper to get a contents list of every part that comes with the selected toy.

As online shoppers fill up their virtual shopping carts, a cumulative total, including shipping costs, can be seen at all times on the display bar running across the top of the page – a wise method for alleviating any eventual sticker shock on the part of the purchaser.

Once at the ordering stage, the shopper can elect to fill out a gift tag with a personal message that will be delivered to the recipient. A free gift wrapping service is also offered, with buyers able to choose from three available styles.

Shipping is done via Canada Post (regular, Express or Priority delivery options are available) for domestic orders, or USPS, FedEx or UPS for U.S. orders.

Besides selling products online at the same price as it does in its stores, Mastermind also offers several online price specials that represent remarkably good value – a quick comparison reveals that some of the toys on the Mastermind site are as much as 15% cheaper than identical offerings from eToy and Amazon.com.