Niche Retail, LLC Launches Redesigned Sites on New e-Commerce Platform

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At a time when polls show record numbers of Holiday shoppers heading for their PC’s to find that perfect gift, online retailers are increasingly focused on creating superior shopping experiences for their customers. To attract and convert both new and seasoned visitors, specialty online retailers are constantly investing in methods of simplifying the research and buying process. One such company, Niche Retail, LLC out of Sylvan Lake, Michigan, is realizing the benefits of their customer-centric efforts, which have played a key role in propelling this growing business into a major force in eCommerce.

Niche Retail has recently partnered with Fry, Inc., a leader in web development and eCommerce integration, to introduce a new platform for each of their fourteen specialty retail websites. With over ten years of experience in their field, Fry boasts prestigious clientele including the likes of, Kmart, Volkswagen of America, and Godiva Chocolatier. After a thorough evaluation of Niche Retail’s static HTML-based webstores, Fry’s expert engineers created a custom dynamic solution that gives the retailer unprecedented control over each visitor’s session. The Open Commerce Platform, or OCP, now allows Niche Retail’s team to create rules and drive targeted content to any user based on the paths and actions they take while navigating the website. With intuitive navigation, detailed refinement menus, interactive comparison charts, and targeted merchandising suggestions, the new web format provides their visitors with more information than ever before.

“We’ve always prided ourselves on our first-rate customer service, whether on the phone, via email, or while fulfilling and shipping an order at our warehouse,” says Jeff Wedren, Director of Sales and Marketing. “The OCP system helps us get closer than ever to providing our customers with a ‘hands on’ shopping experience over the web.”

At present, three of Niche Retail’s fourteen websites are live in the new dynamic format. See them at,, and The holiday season has not slowed this process, and they plan to keep building for their remaining sites through the coming weeks. And as their project for improving the customer experience continues, the company has not lost sight of the goal. With more and more small businesses and specialty retailers establishing a presence on the web, commitment to the customer will ultimately determine the leaders in this field.

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Gabriel Carlson
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