American Eagle sharpens customer focus on new e-commerce platform
American Eagle Outfitters Inc. has relaunched its retail web site, AE.com, on an Art Technology Group Inc. e-commerce platform that supports marketing and customer service across multiple channels, Dave Brumback, director of operations for AE Direct, said today.
The platform “provides the essential functionality that AE requires to deliver on our online commerce mission: to create truly personalized, targeted, and leading-edge marketing, sales, and self-service applications that foster a dynamic and meaningful rapport with our customers,” Brumback said.
American Eagle, No. 112 in the Internet Retailer Top 400 Guide to Retail Web Sites, is using the latest version of ATG Commerce, which includes such features as online up-sell merchandising and a customer service interface that provides a view of customer activity across all shopping channels — web, store and catalog call center. The ATG platform provides real-time data flow among the call center, back-office software applications and store systems.
The system will also let American Eagle push promotions and other information uniformly across multiple customer touch points, including store POS counters, kiosks, call centers and AE.com, ATG said.
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