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Top 100: 17. Web 2.0

Embracing Web 2.0 has become a mantra for many retailers as they seek to gain customer loyalty from a growing legion of techsavvy shoppers. The still-emerging concept that includes social networking sites, collaborative editing and communal creation of content was embraced remarkably by Barnes & Noble Inc., the world’s largest bookseller. The chain launched My B&N, a fully integrated Web experience that allows users to create free personal profiles around their life in books, music and movies. Through My B&N, users can create and manage personalized lists that can be e-mailed to friends and family, and shared on social networking sites such as Facebook and Digg.

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