The NFL plans to bolster its online store and expand its offering of NFL-licensed products. The NFL website will continue to use GSI driven e-commerce technology, merchandising, fulfilment and customer software. The NFL relies on GSI's marketing services agency, gsi interactive, as its primary marketing tool. The NFL also will continue to use GSI's catalog services, paid search and affiliate marketing, as well as comparison shopping engine placement, display advertising and email marketing. The extended partnership plans to build a new channel to sell NFL products through building upon a previously established relationship with QVC. Future plans for NFLShop.com, established by NFL and GSI, include fan gift registry, "bragging boards," a "shop-within-a-shop" for kids and an enhanced wish list.