November 29, 2004, 12:00 AM

American Eagle to re-launch site on ATG platform

American Eagle Outfitters will re-launch its apparel retail site, AE.com, on an Art Technology Group platform that supports multi-channel selling and marketing, the retailer and ATG said today.

Kurt Peters

Executive Editor

American Eagle Outfitters Inc. will re-launch its apparel retail site, AE.com, early next year on an Art Technology Group platform that supports multi-channel selling and marketing, the retailer and ATG said today.

Michael James Leedy, chief marketing officer and executive vice president of new business development and e-commerce at American Eagle, said the new ATG platform will improve AE.com’s ability to cross-sell, up-sell and market its trendy fashion apparel to its young adult customers. “We know that the way to grow our online business is to build stronger relationships with our customers,” he said.

The new site’s platform will support tighter integration between the web site and American Eagle’s call center, allowing call center reps to view on web-based computer screens customers’ past shopping activity, including purchases and cancelled orders. “It gives the customer service rep a complete view into what customers purchased, how they interacted with the site in the past, and how to react with marketing,” says Scott Todaro, director of retail for ATG. American Eagle, which operates more than 775 AE stores in the U.S. and more than 65 in Canada, will also use ATG to build integration between online and in-store shopping data, he adds.

ATG provides a turnkey e-commerce platform that uses web services technology to integrate with a retailer’s back-end software as well as with third-party applications, Todaro says. For example, American Eagle will use ATG to integrate AE.com with its Coremetrics web analytics software and its PkMS inventory management system from Manhattan Associates.

In addition, AE.com will use ATG’s A/B testing to test the effectiveness of marketing variables such as navigation, promotions and product images.

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