Electric drilling helps designer junkies and others find holiday gifts

To aid shoppers in their quest for just the right gift, and do so in a way that cannot be replicated in stores, U.K.-based Electricshopping.com Ltd. has added a gift finder this holiday season that enables shoppers to drill down until they find a web page with just the right assortment of merchandise.

The e-retailer has placed the gift finder where no one can miss it: in a large, screen-wide, red-and-white banner at the top of the e-commerce site’s home page. A single drop-down menu in the banner asks shoppers the first of many questions: For him or for her? The ensuing pages, adorned with holiday graphics, enable shoppers to further drill down by other variables, including type of gift, cost and recipient personality type. The numerous personalities include caffeine addict, fitness freak, gadget lover, ghost buster and designer junkie.

“To ensure we remain competitive in the crowded e-retailing market, we found it essential to provide customers a gift finder that makes searching and connecting with the perfect gift simple,” says Rob Levy, managing director at Electricshopping.com, which built the gift finder using tools in its e-commerce platform from Elastic Path Software. “Adding the gift finder feature to our site was effortless, and we are seeing a notable increase in sales.”

Electricshopping.com offers products in four major categories: home, kitchen, body, and gifts and travel.