The CE Market for Women
When adding SKUs to the HerHifi.com merchandise mix, Novi said, "We were very cognizant about not speaking the language that the manufacturer supplied. We tried to take the layman's, the laywoman's, approach to consumer electronics."
Much of that laypersons language has been integrated into the Hifi.com site itself.
Connors answers, on average, a dozen e-mails a day, from both men and women; her AskKate service appears on Hifi.com as well. The most popular questions regard home theater, particularly from people who are new to it. Although it doesn't happen every day, she has been thanked by women who have appreciated Hifi's effort to appeal them.