April 3, 2002, 12:00 AM

Bluefly makes some technology investments

Bluefly, one of the few remaining pure-play retailers, has chosen Blue Martini Software Inc. to power its web platform and Equilibrium Technologies Inc. to manage its online product presentations.

Kurt Peters

Executive Editor


Bluefly Inc., one of the few remaining pure-play retailers, has made some significant technology investments in the past few days. Today, the company announced that it had chosen Blue Martini Software Inc. to power its web platform. Yesterday, it announced it had selected Equilibrium Technologies Inc. to manage its online product presentations.

The Blue Martini Retail solution will provide analytic tools to allow Bluefly to present the most popular and appropriate products and promotions to each customer, Bluefly says. The Blue Martini Customer Engine collects data, segments and evaluates customer preferences, and presents real-time, content-rich offers and information to each shopper. Bluefly also will use Blue Martini’s catalog and content management to build and maintain its suite of products and overall web site infrastructure.

“For nearly four years, we have focused our energy and assets on building a growing and loyal group of customers,” said Ken Seiff, chief executive officer of Bluefly.com. “Building the next generation web store with Blue Martini Software should allow us to improve the customer experience by offering each consumer a more intuitive and more flexible personalized shopping path.”

Bluefly says it expects to launch its next generation web platform during the third quarter of this year.

Bluefly will use Equilibrium’s MediaRich Image Server to assist in the dynamic generation of visual content to improve the customer experience and reduce the time it takes to produce images for its web site. MediaRich is server-based imaging software that generates, updates and delivers dynamic visual content to the web and smart devices.

Bluefly says the MediaRich Image Server will allow it to set up templates to automate image processing tasks normally done manually by artists and technical teams. In addition, Bluefly says it will use MediaRich’s dynamic imaging features, such as zoom, pan, colorize, resize, mix and match, 360-degree rotation, font generation, and composite, to streamline image production, reduce costs and minimize archive storage requirements.



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