From its early roots as an online retailer selling hammers and wrenches on eBay, ToolKing.com has developed into a diversified e-commerce site that generates annual sales of more than $11 million.
But as Tool King LLC expands its e-commerce site and merchandising strategy by adding more inventory, the company is putting an emphasis on better site search to help customers more quickly and easily find products. Another priority is expediting site search to generate more cross-selling opportunities.
Tool King recently redesigned it is web site to prepare for the day when the site will offer more than 200,000 SKUs, up from a present inventory of about 12,000 products. The redesign included improving several aspects of site search. For instance, shoppers can now search faster by tool types and major brands. Search results are also delivered back with product images, stock availability and a product comparison chart that compares multiple products on a single page and provides side-by-side detail such as pricing and item descriptions.
Tool King expanded site search as part of an internal redesign project. The company now operates on a faster Microsoft .Net platform which improves Tool King’s ability to deliver answers to queries with more images. “We studied the best practices we wanted to include with the redesign,” says Donald Cohen, founder and managing partner of ToolKing.com. “The new platform helped us improve search by adding better comparison capability and by letting us do a lot more with images.”
Better site search will play a critical role as ToolKing.com ramps up to offer as many as 200,000 SKUs within 18 months. “We invested in the infrastructure now,” he says.