HomeGrocer.com (Nasdaq:HOMG - news) today announced a major Web site redesign, with new and improved site navigation and functionality, added features and a new look.

The site, now optimized for America Online (AOL) users, improves the shopping experience by providing customers with easier navigation using a tab architecture, faster and more efficient product search capabilities, more intuitive product categories and informative content.

"Customer service is at the core of what we stand for at HomeGrocer.com. Our customers take an active role in letting us know what they like and don't like, and we listen," said Mary Alice Taylor, chairman and chief executive officer of HomeGrocer.com. "We are always excited when we can put technology to work to simplify shopping for our customers."

New Look: Customers will notice the new look and feel of the HomeGrocer.com site right away with its roomier view of the entire site and warmer, friendlier colors and photographs. Better positioning and graphics have been added for the three site functions that customers use the most: View Cart, Reserve Delivery and Checkout. With a quick click of a button, customers can preview the contents of their cart, reserve a delivery time or quickly check out.

Tab Architecture: Five new tabs lining the top of the Web site -- Shop, This Week, Recipes, My Account and Help -- enable customers to move conveniently from one section of the site to the next, easily accessing weekly specials, shopping cart contents, delivery times, recipes and more.

Improved Search: The improved search functionality allows customers to quickly and easily find products. Results are now sorted alphabetically within product categories, and help finding misspelled items is also available.

New Product Categories: In addition, HomeGrocer.com has streamlined product categories, making it easier and faster to find products ranging from specialty items to staples. For instance, new categories such as delicatessen and ethnic foods have been added, and some products are now located in more than one category to make them easier to find.

The popular "My HomeGrocer.com List" has been enhanced to sort the list by products customers purchase most often to make shopping faster than ever, as well as to provide a running shopping list of the all the items they've purchased in the past.

Improved Shopping Cart: A smaller shopping cart is now easily accessible at the bottom left of the site, making more room for easier viewing of products and prices. After customers add an item to their cart, a checkmark is placed next to the product providing a convenient reminder that the item is already in the cart. At the top of the shopping cart, a running total of the grocery bill allows customers to keep track of spending. The full shopping cart now also displays photos along with product prices and sizes. It still remains quick and easy for customers to change quantities, remove items and store their list if they get interrupted while shopping.

Improved Privacy Policy: With the launch of the new site, HomeGrocer.com has instituted a more comprehensive and clear privacy policy. Customers are allowed to "opt-in" or "opt-out" of receiving updates and information that has been tailored to their individual interests and needs. These updates provide customers with information on current specials of the week, recipes, sale items and more.

Customer Service: Easy-to-complete product request forms also have been added to help customers get more of their favorite foods and products added to the HomeGrocer.com Web site. HomeGrocer.com customers can take a tour of the new site by clicking on "Tutorial Tour" at http://www.homegrocer.com, and get a quick demonstration of the improved features and new look. In addition, HomeGrocer.com has expanded its Customer Service to assist customer's shopping needs seven days a week from 8 a.m. to 11 p.m., in each time zone. Customer Service can also be reached by e-mail at service@homegrocer.com.

The new site works best with Internet Explorer 4.0 or higher, AOL 4.0 or higher, and Netscape 4.0 or higher. For information on upgrading a browser, customers can go to the Help section and click on "The Technical Stuff" and "Computer Settings" to learn how to get a free browser upgrade for faster, easier Internet access.