October 5, 2006, 12:00 AM

Bluefly selects a new e-commerce platform

Online apparel retailer Bluefly will soon install a new e-commerce platform from Art Technology Group. The new platform will help Bluefly build more personalization applications and do a better job of offering promotions, says CFO Patrick Barry.

Kurt Peters

Executive Editor

 

Online apparel retailer Bluefly Inc. will soon install a new e-commerce platform from Art Technology Group.

Bluefly is currently using an e-commerce platform from Blue Martini, which is now part of Escalate Retail, the recently formed merger of GERS Retail Systems and Ecometry. By the third quarter of 2007, Bluefly will migrate to a new platform from ATG.

The new platform will help Bluefly, No. 129 in the Internet Retailer Top 500 Guide to Retail Web Sites, build more personalization applications and do a better job of offering promotions, says chief financial officer Patrick Barry. “The existing platform was installed almost five years ago and the new platform will help to improve the web site’s usability,” he says.

Another feature of the ATG platform will enable Bluefly to identify existing customers more quickly and expedite their online shopping experience. “We will be able to do a better job of sending existing customers on one path and new shoppers along another,” Barry says.

An ATG spokesman says Bluefly purchased specific products, including ATG Commerce, ATG Campaign Optimizer, an A/B testing program, and ATG Commerce Assist. ATG Commerce Assist is ATG’s product designed for call-center agents to assist in the online selling process.

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