The Archer Group, the Wilmington-based interactive marketing firm, has created an ambitious online extension of The Franklin’s Sci-Store.

Sci-Store Online, designed to fit within The Franklin Institute’s www.fi.edu site, features a mix of the best of the popular store’s eclectic merchandise. “We considered it essential to integrate the experiences — so shoppers see the online store as a seamless extension of both the overall Web site and the institute itself,” said Lee Mikles, president and CEO of the Archer Group.

The online store is integrated with the Philadelphia museum’s in-store inventory system, and it groups items into seven easy-to-identify categories: astronomy, Benjamin Franklin, IMAX, special exhibits, sport, weather and wellness. This arrangement enables the institute to create new store sections aligned with its frequent traveling exhibits.

"It was critical to us that the online store experience complement the in- person experience we work so hard to create,” said Robert Constantine, General Manager of The Franklin’s Sci-Store. “The Archer Group was a great partner in helping us expand the reach of The Franklin onto the Web."

Now the new, easy-to-navigate Sci-Store Online offers fun-filled educational inventory that visitors to The Franklin Institute’s bricks and mortar store have come to expect. From books and high-tech gadgets to classic toys and games, each item has a connection to science or demonstrates the science behind every day activities like the weather or night sky. Other merchandise highlights include a “Star Theater” that projects constellations on the ceiling, a DNA kit and NOVA DVD that explains DNA, The Healthy Heart Cookbook, a “Planisphere” watch that displays constellations as well as the time, “The Weather Tracker’s Kit” for Children, and, of course, the Sci-Store’s all-time best-seller, Astronaut Ice Cream.

Membership perks to The Franklin Institute have been extended to Sci-Store Online, as well, with a member login function that automatically figures member benefit discounts into the sale.

About The Archer Group

The Archer Group offers end-to-end internet marketing solutions, from marketing strategy, Web site development, e-mail marketing, search engine marketing and more. The company has been recognized regionally and internationally for outstanding work, receiving 20 awards in the last two years alone. The company helps regional and national clients in the banking, entertainment, pharmaceutical and energy industries, as well as non-profits and the Delaware Tourism Office, create more value from their internet and digital marketing efforts. It received a 2007 Superstars in Business award from the Delaware State Chamber of Commerce. For more information, visit http://www.archer-group.com.

About The Franklin

Founded in honor of America’s first scientist, Benjamin Franklin, The Franklin Institute is a renowned and innovative leader in the field of science and technology learning, as well as a dynamic center of activity. It is dedicated to creating a passion for science by offering new and exciting access to science and technology in ways that would dazzle and delight its namesake. For more information, please visit www.fi.edu.