Toy retailer The Entertainer relaunched their two websites, and . Both of the new websites have been developed by Neoworks on version 9 of the Blue Martini Commerce Platform.

The websites have been rebuilt from the ground up to improve performance and scalability and to give The Entertainer greater control of all aspects of their online business. The new websites have been redeveloped in parallel with major upgrades to the supporting fulfilment systems. is integrated with The Entertainer’s Manhattan Associates ILS warehouse management and fulfilment system. is integrated with outsourced warehousing and fulfilment specialist iForce’s systems. Both of the websites are integrated with The Entertainer’s itim Chameleon system for sales reporting.

The new websites are delivering improvements in search engine optimisation, customer experience and reliability. Additionally the new sites are fully integrated with the Amazon Marketplace.

Nigel Atkinson, Director of Neoworks says: “The Entertainer have invested heavily in gaining a deep understanding of the online retail environment, drawing from their previous experiences and exploring new ground. As a result the new websites are putting control back into the hands of the business and provide a reliable and scalable platform on which to deliver the best consumer experience.”

Richard Bewley, Marketing Manager for The Entertainer says: “The greatest reassurance of the entire ecommerce project was having a development partner on hand capable of rolling out two complex multi (online) channel solutions in a very aggressive time frame - a true testament to the team’s relentless professionalism and technical capabilities.

I really look forward to continue working with Neoworks as we continue to bring in new features and functionality to our Blue Martini Ecommerce Platform.”

For further press information on Neoworks please contact:
Karen Durham-Diggins
T: +44 (0) 20 8989 2541
M: +44 (0)7808 584624

About Neoworks -
Neoworks specialise in the delivery and support of high quality software solutions and services for businesses, often in collaboration with creative agencies and business consultancies. Neoworks select the most appropriate technologies available to deliver innovative, reliable and cost effective solutions.

Neoworks develop and support a wide range of solutions including enterprise information management systems, business process automation solutions and high-profile Internet presences.

Clients include: Levi's® Europe, Five, Royal Doulton, Healthy Direct

About is the online division of The Entertainer, the UK's largest independent toy retailer with 41 stores and which serves customers internationally. The first Entertainer store was opened by Gary and Catherine Grant in 1981 in Amersham, Buckinghamshire. With a continuing mission to be 'mad about toys', The Entertainer continues to offer its customers a wide range of toys and games for all ages based on its 'value for money' principle.

Gadgetshop first opened in 1991 and is now owned by The Entertainer (Amersham) Ltd. The pure-play internet retailer sells innovative gadgets and gifts from all over the world, with the goal of providing just the right gadget for any tricky situation.

Published on: 12:00AM on 27th February 2008