DSW relies on ATG technology to drive web sales

21 Oct '08

3 min read

ATG (Art Technology Group Inc) announced that DSW Inc, a leading branded footwear specialty retailer, relies on ATG's Commerce Suite to power its recently launched Web store at DSW.com. Selected for its advanced personalization capabilities, ease of use in managing promotions and on-the-fly merchandising features, as well as its proven reputation as a solid and extensible platform, the ATG Commerce Suite is the driving force behind DSW's first e-commerce Web site.

Prior to the launch of DSW.com in June, the main function of their existing site was providing new and existing customers with a “store locater” feature and basic information about the brand-name footwear DSW offers for men and women through 280 stores in 37 states. In evaluating additional growth opportunities beyond new stores, and ways to better serve its rapidly growing customer base, it became clear that an expanded online presence was essential.

The company investigated technologies that would enable the creation of a sophisticated direct-to-consumer Web store that could integrate with existing systems and IT infrastructure, reduce customer service costs and provide multi-channel opportunities to build consistently personalized relationships with shoppers. Working with ATG's Professional Services team as well as other DSW Consortium Partners, DSW crafted a state-of-the-art Web site.

“Launching DSW.com as an e-commerce destination for our customers was a very important extension of our brand,” said Jon Ricker, executive vice president and chief administrative officer, DSW Inc. “It also was an answer to the countless emails and requests we received from time-challenged customers who desired an on-line DSW alternative as well. When we began this project, we already had an enormous customer base and knew we would see substantial traffic right away."

"It was imperative that we select an e-commerce partner who had proven themselves capable of handling large sites with extensive inventories, and who could continue to scale and grow with us in the future. We also wanted to ensure that our new site would offer sophisticated product recommendation and promotional features for our merchandising team and our customers. ATG's Commerce Suite solution proved to be a very solid choice.”

The search functionality built into the ATG Commerce Suite makes it easy for shoppers to quickly explore the entire catalog and efficiently find products they seek using natural language search terms or traditional menu navigation.

DSW.com allows visitors to pinpoint styles within various categories by size, width, color and material. Shoes are shown in high-definition, with 360-degree views, including the top and bottom of each product. After orders are placed online, DSW.com's inventory management and fulfillment capabilities ensure that the customer gets the products desired within the delivery window selected.

“DSW is a shining example of a brand with a smart e-commerce strategy,” said Bill Zujewski, ATG's vice president of product marketing. “Working with the DSW.com team has been a true pleasure and we are very excited by the site's early success. ATG is looking forward to a long partnership with DSW.”

The ATG Commerce Suite is a comprehensive, flexible, highly scalable e-commerce platform that drives every phase of a personalized online shopping experience. By making shopping and buying experiences more personal and fulfilling for visitors, commerce sites deployed on the ATG platform yield higher conversion rates and order sizes.

Art Technology Group Inc

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