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platform that provided central management of
not only its Web site, but its call center and
order management systems that had previously
been outsourced.
Extending the existing business – not building a
new one
According to Dave Brumback, director of operations
at AE Direct,“The new platform had to
ensure that the entire customer experience was
consistent as customers traverse our physical
and virtual stores, and our call center.We wanted
to make sure the new platform could support
our Web site, call center, and order management
systems. Yet we were not looking to mold our
business around software.We wanted software
that would mold to our existing business.”
Moreover, the AE Direct team wasn’t changing its
Web site design. Customer feedback on the existing
site was very positive. In moving to the new
platform, the goal was to preserve the existing
look, yet implement a new back-end that would
bring higher efficiency and maximize profitability
by integrating with the systems and processes
that supported the entire AE business.To accomplish
that goal, the new platform needed to use
the merchandising, transaction processing, and
distribution systems already in place.
And, it had to provide unique online capabilities, such as
personalization, dynamic up-selling and cross-selling,
robust search, simplified content administration, and
e-mail integration.
The AE Direct team formed a steering committee that
used a formal process to evaluate and compare 10
e-commerce vendors. Their criteria included the overall
strength of the platform in terms of scaleability and
flexibility, the reputation and stability of the vendor,
customer references, the ability to run on Java, and ease
of content administration.
ATG Commerce won across the board.“The ATG
Commerce platform not only met our near-term needs
but also demonstrated the ability to easily incorporate
new marketing and sales capabilities that would help us
build for the future,” said Brumback.“While their technical
capabilities impressed us, it was the ATG management
team’s partnership with our business users that
really won us over.When they showed us how their
software would support our current business and where
they believed our multi-channel business could go, it
became clear that ATG was the right partner for us.”
Scenario personalization is a trip worth taking
With their business specifications in place, the new
ae.com was launched within the year.What’s more, the
transition to the new site was seamless – which was
critical with the holiday season less than a month away.
Commented Lou Pietragallo, manager of Information
Technology at AE Direct,“There was no way we would
take the site down for even a single day. And given that
we were launching the new site in October, we could not
risk interrupting our business just before the holiday
season. ATG delivered.We had a smooth and controlled
migration from our old architecture to the new ATG platform.
In fact, AE Direct had a record holiday season.”
© 2006 Art Technology Group, Inc.
ATG, Art Technology Group and the ATG logo are registered trademarks of Art Technology Group.
All other trademarks are the property of their respective holders. NASDAQ: ARTG
About ATG
ATG makes the software that the world's most customer-conscious companies use to create a more relevant and consistent customer experience,
throughout the marketing, commerce, and service lifecycle, and across the Web, e-mail, call center, and mobile channels. Offering an alternative to the
traditional silo-based approach to customer-facing applications, ATG delivers a seamless, more compelling, and mutually valuable experience to each
customer and segment. The company fulfills this strategy by providing fully integrated best-of-breed product suites installed on-premise or delivered ondemand.
ATG's solutions power over 600 major brands, including A&E Networks, Airbus, American Airlines, American Eagle Outfitters, Best Buy, Boeing,
Cingular Wireless, DirecTV, France Telecom, Friends Provident, Hewlett-Packard, Hotels.com, Hyatt Hotels, HSBC, InterContinental Hotels Group, Kingfisher,
Louis Vuitton, Merrill Lynch, Neiman Marcus, Philips, Procter & Gamble, Symantec, T-Mobile, Target, US Army, US Navy,Warner Music, and Wells Fargo.
To learn more about ATG, visit atg.com or call 1-800-RING-ATG.
Along with upgrading their online store, the AE Direct
team also integrated ATG Commerce with its new ATGpowered
call center application and order management
system.The real-time data interchange between the Web
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