June 1, 2006, 12:00 AM

American Eagle redefines its e-commerce technology and strategy

Figuring that multi-channel customers spend up to four times as much as single-channel customers, American Eagle Outfitters continues to improve its multi-channel infrastructure, says Dave Brumback, director of operations for AE Direct.

Kurt Peters

Executive Editor

Figuring that multi-channel customers spend up to four times as much as single-channel customers, American Eagle Outfitters Inc. continues to improve its e-commerce infrastructure to provide shoppers with a true multi-channel experience, says Dave Brumback, director of operations for AE Direct.

Brumback will address the process that American Eagle has taken in recent years to redefine its multi-channel business with e-commerce technology at the Internet Retailer 2006 Conference & Exhibition. He will speak in a Track C session entitled “Growing into the Next Level E-Commerce Platform,” 3-3:45 p.m., June 6.

Brumback will reveal how 75% of AE Direct’s technology and operations have changed, including how order management and call center services have become integrated into the multi-channel shopping experience.

Key to the improved environment, Brumback says, is web-based technology, including point-of-sale systems integrated with e-commerce, that supports multiple brands as well as selling channels and that is stable and scalable to support continued growth.

The new environment makes it easier for American Eagle to provide such service, he adds, by giving retail managers access to customer data across all channels and brands.

 

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