Cisco's second annual e-commerce study ranks Scion above Amazon.com and Best Buy in building a top-branded customer experience for the under-35 online shopper.

Leading the survey at No. 1, despite not having even ranked last year, Scion's "spectacular success with their target market is the interactive and community-oriented nature of the Scion online experience," the survey finds. Key aspects of Scion's online strategy include:

Clear customer focus: Scion customers are music fans, and Scion.com features a boom box where users can listen to "Scion" music while browsing the site. The site also promotes artists and lists concert information.
Sophisticated customization tools: Users can build their own cars while on the site and save their choices at "My Scion."
Integration between online and offline channels: Once a user identifies the features and model of a particular car he or she likes, that information can be sent to a local dealership, which will then locate that specific vehicle and coordinate for the customer to come in for a test drive.
Social networking and community participation: A section of Scion.com is devoted solely to registered users, most of whom are Scion owners. There are also special events for Scion customers around the country, creating a sense of exclusivity.