Features are something that really sets the typical apart from the extraordinary. An online store with lots of features is going to be more appealing than a store without. Why? If I'm going to spend my hard earned money, you have to earn it. Earn it with cool features like a newsletter, special offers and giveaways, a Points Program (these are always fun), comics, horoscopes, free shipping, celebrity fashion news, etc. You want something that's gonna grab you're attention and keep you coming back for more. If they offer these, take advantage! They'll save you even more money!