Kurt Peters

Culinary Retailer Selects CommercialWare to Deliver Improved Transaction Information and Boost Cross-Selling Opportunities

Natick, Mass. – April 11, 2005 – CommercialWare, Inc., the leading provider of cross-channel commerce infrastructure software for enterprise retailers, today announced that Sur La Table (www.surlatable.com), the premier supplier of tools and equipment for creative cooking and entertaining, has selected a suite of CommercialWare products to deliver a centralized, cross-channel retail system for its rapidly growing chain of kitchenware stores, Web site, catalog and call center.

Seattle-based Sur La Table has 48 stores (with seven additional stores planned for 2005) and over 1,300 employees nationwide. The company, which has been aggressively expanding its retail presence since 1995, offers more than 10,000 products through its retail, catalog, and Web site channels.

By deploying CommercialWare’s CW Direct?, CWCollaborate?, CWData?, and CWAnalytics?, Sur La Table will be providing all of its sales personnel with real-time information on every customer, allowing for better up-selling and cross-selling opportunities, as well as increased enrollment in Sur La Table’s culinary programs. “Sur La Table is a true multi-channel retailer; with stores, ecommerce sites and catalogs. Our goal is to bring all customer transactions and communications together so we can provide a more personalized experience the next time they visit any of our channels” said David Liddle, VP of Information Technology of Sur La Table. “Intelligent buyers ask intelligent questions and use multiple channels to interact with us. CWDirect gives us the ability to understand every time the customer interfaces with Sur La Table’s retail, Web site, or call center. In the past, each channel was a silo of information, which made it nearly impossible to perform any constructive analysis. Our move to CommercialWare changes all that.”

The CommercialWare solution, which will work in concert with Sur La Table’s existing retail management and inventory systems, will be the central repository of all sales and contact information with CWAnalytics solution specifically being used for data analysis and exploration.

“With a focus on serving professional customers, Sur La Table requires a solution that provides real-time information about every customer contact and transaction,” said Donny Askin, founder and CEO of CommercialWare. “CWDirect will allow Sur La Table to enhance its customer experience, improve customer satisfaction, and speed time to market for new product introductions.”

In addition to CWDirect and CW Analytics, Sur La Table will use CWCollaborate for automated communication with vendors and partners who facilitate drop shipping of merchandise. The status of those items which are fulfilled directly from its suppliers, will now be visible by customer service personnel who can assist the customer with accurate order status as if the product was within the Sur La Table inventory. The entire CommercialWare deployment will be completed in August.

About CommercialWare, Inc.
Headquartered in Natick, MA, with offices in Toronto and New York, CommercialWare, Inc. is the leading developer of software solutions that offer cross-channel functionality to retailers and direct marketers - small and large, seeking to optimize transactions from all customer touch points. CommercialWare`s comprehensive portfolio of products provide cross-channel infrastructure linking all aspects of the transaction lifecycle through point-of-sale, back-office, order management, fulfillment, customer service, collaboration, and analytics applications. CommercialWare, the Brand in Cross-Channel Retail, offers a confluence of solutions that power many of the leading retail brands, including Abercrombie and Fitch, Party Land, Chico’s, J.Jill, Ritz Camera, Jos. A. Bank, and Patagonia. For additional information, please visit www.commercialware.com.

About Sur La Table
Sur La Table provides inspiration, tools and techniques for those who wish to enhance their lives through creative and confident cooking and entertaining. Sur La Table’s comprehensive selection of products includes tools from around the world to prepare any cuisine as well as beautiful dishes, linens, and glasses to create a striking presentation. Sur La Table broadens knowledge of food and culture through its culinary program with cooking classes taught by the best chefs and authors in the country. Sur La Table shops the world for new products providing the unexpected and a sense of discovery, whether you step into one of their stores nationwide, open the pages of their catalog, or visit surlatable.com. Additional store openings are planned for 2005 and beyond.


Customer experience, Customer experience management, multichannel retailer, Online shopping, Sur La Table