February 3, 2010, 12:00 AM

Drs. Foster and Smith dives into aquarium and pond supplies with a new site

Pet supplies e-retailer Drs. Foster and Smith this week launched a new retail site that specializes in aquarium and pond products and engages shoppers with an article library, a video center and advice columns.

Paul Demery

Managing Editor, B2B E-commerce

Lead Photo

Gordon Magee

Pet supplies e-retailer Drs. Foster and Smith Tuesday launched a new retail site that specializes in aquarium and pond products.

The site, FosterAndSmithAquatics.com, offers thousands of aquatic supplies including pumps, filtration and lighting. It also will provide education and resources for fish and pond enthusiasts such as monthly product reviews, an article library, a video resource center and expert advice columns.

“We felt that a site created just for pond and aquarium enthusiasts would be a real plus in terms of focus for our customers,” says Gordon Magee, Internet marketing and media manager for Drs. Foster and Smith, No. 100 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name). “Because we have so many products that supply needs for so many different species, products fight for space on the web site. By creating a specialty web site just for pond and aquarium supplies, customers will be able to locate their favorites much easier, and we’ll be able to bring more of what customers are looking for right to the surface.”

The new site took about two months to build, Magee says, and was constructed in-house.

In addition to the new site and DrsFosterSmith.com, the retailer also operates LiveAquaria.com and PetEducation.com.

 

Web site design will be explored in depth later this month at the Internet Retailer Web Design & Usability Conference, Feb. 15-17 in Orlando, FL.

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