Tapping the power of customer reviews and recommendations, online car accessories retailer AutoTruckToys sought to deliver an enhanced customer experience by giving Web site visitors targeted, relevant offers. Serving the automotive, truck and SUV aftermarket since the late 1990s, AutoTruckToys started out as a small company based in Paris, TN. The company has grown into an industry-leading distributor of accessories through a dedication to customer service, on-hand inventory and same-day shipping. Keeping these same business principles over the years, AutoTruckToys now has over 30 employees and stocks over 40,000 products from more than 250 of the industry’s top manufacturers. Like other mid-level e-tailers, Josh Hart, CEO of AutoTruckToys, gets ideas for innovative site features from e-tailing leaders like Amazon.com. He viewed Web site recommendations on those leading sites, saw the increase in Web 2.0 interactivity, and wanted to add those capabilities to his site. But he was also realistic about what his company’s relatively small Web site team could accomplish in a short time. So Hart tapped personalized recommendations provider MyBuys to customize site offerings.