Athleta is Off and Running with a New MarketLive(tm)-Powered E-Commerce Website from Multimedia Live
Sports Bra Finder and Dynamic Product Information Increase Sales and Provide Great Customer Service for Women`s Sportswear Cataloger
Petaluma, CA -- October 24, 2003 -- Multimedia Live (MML) (http://www.mmlive.com), the leading developer of e-commerce technology and services for Intelligent Selling(tm) on the Web, announced today that it has launched a new e-commerce website for women`s sportswear cataloger and manufacturer Athleta (http://www.athleta.com). The site runs on Multimedia Live`s MarketLive(tm) Intelligent Selling(tm) System e-commerce platform, and incorporates an interactive sports bra finder and extended product information panes on every product page. An extensive fitness tips section offers free fitness and training advice online. All product information and other material is easily administrable by Athleta staff. MML designed the site, giving it a unique look and feel that helps increase sales, while making shopping easy and convenient for Athleta customers.
Athleta`s company goal is to be the ultimate source of the best products and advice for women athletes. In addition to offering products from companies like Patagonia, Marmot, and Adidas, they also market their own exclusive line of outdoor and fitness clothing, all of which are designed for maximum utility, comfort, and visual appeal. The company chose MML to produce its new website because of MML`s experience in creating sites that sell effectively, are carefully tailored to suit the character of the client`s brand, effectively represent the nature of every product, and make shopping online easy and rewarding for customers. A wide range of standard MarketLive features is combined with custom programming to provide numerous convenience tools for online shoppers.
Athleta is especially well known for its selection of sports bras and its experience and advice in helping customers find the best fit. MML created a new online sports bra finder that allows women to use drop-down menus to select their size and the level of activity or impact they anticipate. Results are returned as a collection of clickable product thumbnail images.
Every product page offers a pane with clickable tabs for different kinds of detailed product information. Most garments offer "Fit Tips" with a brief description of how the product fits, and a small drawing showing the basic shape of the garment on a woman`s body. Tabs for size charts and fabric content are also available. For gear like bicycle helmets and ski goggles, these tabs offer "Tech Notes" instead of size and content information. These clickable tabs are fully administrable and customizable for every product.
The Sport Tips section of the site is a fully administrable section devoted to non-product-specific content about training, nutrition, trends, and other sports and fitness related topics. Athleta staff can add new topics and articles at will through the MarketLive product`s administration system, and can expand the section to any size.
The MarketLive order placement system automatically checks inventory levels whenever a customer places an order, and thumbnail images for "recovery items" are presented whenever the selected item is out of stock. Recovery items help maintain customer satisfaction and average order size. MML integrated the new site with Athleta`s existing backend from Commercialware.
"Athleta is a very dynamic organization and they need a site that supports their brand and that will expand as needed to suit their growing business," said Ken Burke, Multimedia Live President and CEO. "The MarketLive application was created specifically to support companies like this through brand-centric design, flexible product categorization, and easy product and content administration. It allows Athleta to control its own online merchandising and customer support, creating a very robust online business."
About Multimedia Live:
Multimedia Live (http://www.mmlive.com), a pioneer of Intelligent Selling(tm) online, is a nationally recognized Web technology and design company serving the catalog, direct marketing, retail, and manufacturing industries. Originally launched in 2000, MarketLive(tm) is Multimedia Live`s enterprise-class, Java(tm)-based, rapid e-commerce application built from the ground up specifically to address the need for a powerful, effective online e-commerce merchandising engine. The company has over 110 employees working with clients as diverse as General Motors, Electronic Arts, Norm Thompson, and The Swiss Colony. It was founded in 1995 by entrepreneur Ken Burke and is located in Petaluma, California. Burke is the author of the recently-published book Intelligent Selling: The Art and Science of Selling Online.
CONTACT:
Peter Loughlin | Marketing Communications Manager
multimedialive
625 Second St
Petaluma, CA 94952
Phn: 707-780-1627
Fax: 707-769-2661
peter@mmlive.com
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