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ATG to enhance Collective Brands e-tailing channel
08
May '09
As part of its strategic investment in shared infrastructure, to enhance its e-tailing channel and poise the company for international brand expansion and future brand growth, Collective Brands Inc announced a new best-in-class eCommerce technology platform developed by ATG, a premier eCommerce technology provider, which has launched first with Payless.com. Over the next 12 months, the new technology will be extended into the company's additional brand sites including striderite.com, keds.com and sperrytopsider.com, among others.

"This new eCommerce platform is a strong example of the synergy benefits of Collective Brands, Inc. and how we are able to leverage investments in back-end technologies, infrastructure and shared resources to bring our brands to life for our target consumers," said Matt Rubel, CEO and Chairman of Collective Brands Inc.

"This new leading technology is important for many reasons -- it significantly enhances our eCommerce capabilities to expand our brands' reach beyond the wholesale and retail channels; and it is scalable and flexible, therefore a key enabling technology to support the international expansion of our brands and allows us to cost-effectively support additional brands in the future."

The new technology will replace three older web platforms used by the company's brands and is one of many enhancements Collective Brands is making to build best-in-class eCommerce capabilities. Also as part of Collective Brands' unique shared infrastructure model, the company said that it has created Centers of Excellence -- expert teams that serve as collective resources in such key functional areas as Information Technology, eCommerce and Global Distribution, among others -- to leverage the company's strategic investments and to provide scale and expertise across all of the brands. A new global distribution network, including eCommerce fulfillment, is also being implemented by the company, providing consolidation and facilities modernization to serve the brands and their wide ranging customers.

The relaunched Payless.com site is live now with the new eCommerce technology, providing an enhanced online shopping experience with new personalization and navigational features. The technology platform enables consumers to:

• See merchandise suggestions, brand and trend messaging, and special offers tailored to their shopping preferences.

• Browse the websites more quickly and elegantly through enhanced "faceting" features. For example, the new technology enables the ability to sort product selections based on specific criteria such as shoe silhouette (wedge, flat, sneaker, heel, ankle boot), popular seasonal trends (buckles, peep-toes, ankle straps), as well as color, size, width and heel height. Each of the company's brands will create sort criteria customized to its product set and customers.

• Get more detailed product information and see more robust product images with style and detail attributes. Product pages will include more relevant information to help customers select the best product for their needs.

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