An improved apparatus and method of storing and selectively retrieving and delivering product data is disclosed. Product data files, product lists, product directories and allowable customer data entry sets are stored in a data storage device. The customer is asked to specify one or more criteria relating to a product need or desire and one or more allowable customer data entry sets are selected that best correspond to these criteria. The customer data entry sets are connected to product directories and the directories are in turn connected to product lists that reference the data files of products having anticipated common uses. The product directories correspond to connected customer data entry sets with different degrees of specificity and the product lists correspond to connected product directories with different degrees of specificity or applicability. The apparatus is thus able to retrieve and display a variety of products in response to any given customer input and is also able to respond to many different kinds of customer entered criteria.