Fabrics lie close to the heart because, after all, that's what favourite pieces are made of. The online shop takes advantage of this and takes great effort to ensure the support of its community. A hotline number is prominently positioned on the page which customers can use to place questions. The forum and blog also support this proximity to the customer: Customers can learn the latest about happenings behind the scenes and exchange knowledge with the makers of the shop. The expansive product range offers everything a quilter needs. The professional product search from Omikron was integrated into the shop to allow shop visitors to quickly find what they are looking for by accessory, design pattern or courses. Fabrics can also be located by using a colour search or the design table which allows for comparison of up to 15 product images. A price filter helps to narrow down the search to items that match the visitor's intended budget. Bonus points are utilised as a customer retention instrument as they are issued for every purchase and can be redeemed for various coupons.