"A lot of consumers find the online shopping experience cumbersome, and we hope to change that," said Bob DeFilippo, vice president, information technology. "When searching for a lifejacket, electronics or engine part, they dont like to have enter a lot information or use time-consuming, drill-down style, search menus. They want to be able to easily see all the products on a page because it helps them shop smarter. Page by page, our iCatalog is the same BoatU.S. Catalog our members and customers know and love, only its online," he continued.