May 14, 2009, 12:00 AM

With new platform, That Fish Place goes fishing for new holiday shoppers

With an upgraded e-commerce platform planned for this summer, pet supplies retailer That Fish Place-That Pet Place expects improved merchandising capabilities to expand holiday season sales in categories like dog and cat products, the retailer says.

With an upgraded e-commerce platform planned for this summer, pet supplies retailer That Fish Place-That Pet Place expects improved merchandising capabilities to expand holiday season sales in categories like dog and cat products, chief operating officer Rick Amour says.

“We’re not a holiday-based business in our aquatic products side, but we’re hoping to build up our dog and cat side more for the holidays,” he says.

Key to that strategy is the retailer’s continued refinement of its eCommerce Software Solution platform from ProfitCenter Software Inc., which That Fish Place first implemented in 2007. Within a few months, the retailer expects to have deployed new site search and navigation technology from Fast Search & Transfer ASA, a Norway-based subsidiary of Microsoft Corp.

The Fast application, which ProfitCenter Software is integrating into its e-commerce platform, will help shoppers find the particular products and combinations of products they want, Amour says. “Every retailer spends so much time and effort generating traffic to a web site, and pay-per-click search produces good, quality traffic, but now we’re focusing more on converting more of that traffic to orders,” Amour says.

With existing improvements over the past two years in product and category page merchandise displays, That Fish Place has experienced sales increases of 12% to 15%, he adds.

The new site search and navigation technology, Amour says, will help shoppers further refine that shopping experience by helping them drill down further into product categories to find specific products sizes, styles and colors.

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