American Apparel Online Personalization Boosts E-Commerce Sales 59%

In December, American Apparel achieved the highest sales month for its online business in the company's history, besting December 2011's sales by 59%. The company, which both manufactures and distributes merchandise and operates retail stores, had moved its multi-site e-commerce operations to Oracle's ATG Web Commerce in October.

American Apparel is using the platform, a component of Oracle Commerce, to operate multiple integrated e-commerce sites for different customer groups and geographic regions. The retailer is using the solution to present customers with personalized content and customized search options, helping to accelerate selections by presenting items that the shopper prefers.

In addition, the ATG solution provides business teams with an easy-to-use visual interface that simplifies content management, adapting page layouts and developing and implementing promotions.

"We required an open, scalable platform with the features and functionality to support us now and in the future," said American Apparel CIO Stacey Shulman in a statement. "As we continue to grow sales worldwide, the Oracle solution will enable us to personalize and enhance the customer experience online, streamline service and introduce more international sites."

For related content: Oracle Integrates ATG and Endeca into Cross-Channel Solution

American Apparel Picks Oracle Customer Personalization Solution

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