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Reid also simplified the look of the web site and virtually eliminated the marketing hype. There are still specials available like the Clearance Center, Deal of the Day, and Savings Spotlights, but they are only visible from a tab or on the right rail of the site.

"It takes a great deal of planning to make a site this vast work," said Carrier. "It's an interesting marriage between our ERP system, our search engine, our database servers, our programming platform and a lot of programming to make it all work. We have a great web team to bring the marriage together."

By all indications, Reid customers are delighted. Early responders have said that the new web site is more user friendly, and more importantly, more effective in guiding the user to the exact item they need much faster.

"We didn't need an economic downturn to tell us that we needed to give the Customer exactly what they wanted," said Carrier. "We've always believed that and that is why our team is constantly gearing up with new technologies to improve the Customer's experience. There will always be new features that our Customers will ask for when shopping on-line and even now, having just launched the new site, we continue tweaking and improving the functionality daily."

Reid is on the cutting edge of technology and offers free CAD drawings on more than 90% of everything on their web site, ReidSupply.com.

"We have over 40,000 free CAD drawings that anyone can download," says Palmer. "This is