ATG COMMERCE BRINGS HARMONY TO MARS MUSIC`S ONLINE INITIATIVES
ATG Commerce and Scenario Personalization Help Drive
In-Store Retail Strategies and Increase Online Sales
CAMBRIDGE, Mass., September 5, 2002 - ATG (Art Technology Group, Inc.,
Nasdaq: ARTG), a leading developer of online CRM applications for commerce,
portals, and relationship management, today announced that Mars Music is
using ATG Commerce and ATG Scenario Personalization(tm) to better serve and
strengthen relationships with its community of musicians. Using ATG, Mars
Music is now able to carry out consistent and complimentary campaigns across
business channels, helping to ensure brand consistency and driving up
cross-channel revenues.
The personalized experience customers enjoy at Mars Music`s online and Mars
Music Superstores have made it the "music makers` destination," where
musicians visit and shop for instruments, DJ, recording equipment, and pro
audio gear to match their musical preferences and budgets. ATG Scenario
Personalization is helping Mars Music translate that experience to the Web.
"We have always offered our full assortment of products in both the retail
stores and the online store, but were not always able to offer the same
promotions," said Christine Chalovich, vice president marketing for Mars
Music. "Since re-launching our site with ATG, we are able to support our
Bricks and Clicks strategy much more effectively. We are able to offer the
same great deals on line with Scenario Personalization and react much more
quickly to promotional opportunities that ensure our customers get the best
deals and we realize our revenue potential."
Using ATG Commerce, the new site is helping the company to grow its national
presence, particularly in markets not currently serviced by a Mars Music
Superstore. The site also serves as a resource for customers to research
gear and prices before going to a store location to make a final purchase.
In fact, the company recognizes that 40 percent of the company`s Web traffic
is derived from retail-only customers researching gear with the intent to
buy in-store.
ATG Scenario Personalization capabilities enabled Mars Music to capture
customer attributes and visitor behavior. By monitoring both online and
offline shopping behavior and personal attributes, Mars Music can mirror the
success promotional strategies across channels for each customer. For
example, in-store promotions that offer packaged deals to guitar enthusiasts
also can run on the Web for customers indicating guitar as a personal
interest. These capabilities offer another means for the customer to save on
merchandise related to his or her interests and Mars Music a way to maximize
sales per customer.
"We are now positioned to customize the content, products and promotions
based on looking across the entire customer profile including what they have
bought in the past and what they are shopping for today," added Chalovich.
Hundreds of complex and personalized promotional events can be run
simultaneously, ensuring that all customers get the best and most
appropriate deals possible. With ATG, online promotions can be accurately
tracked for traffic, conversion rate, and cost of the discounts, enabling
Mars Music to easily evaluate return on investment and adjust campaigns to
maximize the return. Fortunately, ATG enables these campaigns to be
developed and modified by business users instead of developers, saving time
and cost of executing campaigns.
"Acquiring and retaining consumers with personalized information based on
their interests and their actions builds loyalty and profits," said Victor
Cheng, senior director of ATG Commerce. "Mars Music exemplifies how online
CRM and scenario-based personalization can enrich consumers` Web experience
and drive sales at the same time."
About ATG
ATG (Art Technology Group, Inc.) is a leading developer of online CRM
applications that deliver an integrated, personalized experience for
customers, partners and employees: the frontline of every business.
Customers around the globe rely on ATG for the frontline applications that
help build and manage mutually beneficial relationships. Deployed on the
industry`s most popular application servers, ATG solutions for commerce,
portals, and relationship management are ideal for integrated e-business
initiatives across the enterprise.
Today, ATG has delivered solutions to blue-chip companies worldwide,
including Aetna Services, Inc., Alcatel, American Airlines, AT&T, Barclays
Global Investors, Best Buy, BMG Direct, Eastman Kodak, Ford Motor Credit,
HSBC, J. Crew, Sun Microsystems, Walgreen Company, and WellsFargo and
government organizations including the United States Army and the USDA. The
company is headquartered in Cambridge, Massachusetts, with additional
locations throughout North America, Europe, and Asia. For more information
about ATG, please visit our Web site at www.atg.com .
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* 2002. ATG and Art Technology Group are registered trademarks of Art
Technology Group, Inc. Scenario Personalization is a service mark of ATG.
All other product names, service marks, and trademarks mentioned herein are
trademarks of their respective owners.
This press release contains forward-looking statements for purposes of the
safe harbor provisions under The Private Securities Litigation Reform Act of
1995. These statements involve known and unknown risks and uncertainties
that may cause ATG`s actual results, levels of activity, performance or
achievements to be materially different from any future results, levels of
activity, performance or achievements expressed or implied by such
forward-looking statements. Important risk factors affecting ATG`s business
generally may be found in ATG`s periodic reports and registration statements
filed with the Securities and Exchange Commission. Risk factors related to
the subject matter of this press release include the possibility that the
ATG product deployment will not be successful or significantly enhance the
user`s internet experience or handle user volumes, the need to adapt to
rapid changes so products do not become obsolete; the possibility of errors
in ATG`s software products; the possibility that the solution will not make
customer implementations faster and more flexible; and the risks and costs
of intellectual property litigation. ATG undertakes no obligation to update
any of the forward-looking statements after the date of this press release.
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