Vince -
First thing I would do is replace the "latest products" on the front page with "best sellers" or your best deals for the consumer. Latest products would only mean something to regular, repeat customers. To a new viewer, it's a completely random set of product, and doesn't give your site any sort of consistent branding. It's too scattered, and gives a new viewer the feeling or randomness.
Focus on few things that you feel represent your business - stuff you want to be associated with. Someone who finds your site and sees many different, disconnected items will not associate a specific need with your page.
That's just my initial thoughts after a five second cursory view, but first impressions are often what counts. I'll look more in-depth later, but concentrate on establishing a brand identity with the name caliber.....
