ATG promises boost for multi-channel commerce

ATG could help e-retailers realise a multi-channel strategy

E-commerce software provider ATG today launched a major new version of its flagship suite designed to provide online retailers with more end-user friendly products to empower business users and call centre operatives.

ATG Commerce Suite 9 features improved user interface and workflows, and easier navigation through large catalogues, giving business users greater hands-on control of their sites and freeing up IT departments to concentrate on more strategic tasks, said the firm.

A Dynamic Preview feature enables users to view the look and feel of new content more easily than before, while a search preview function allows e-retailers to dynamically preview personalised search results in context, based on customer profile and segment and the merchandiser's search configurations.

ATG has also addressed the growing desire among retailers to provide multi-channel commerce solutions. Integration of the firm's ATG Commerce, ATG Commerce Service Centre and eStara Click to Call offerings is designed to provide seamless transition between web storefront and call centre.

There are also cross-channel reporting and dashboard capabilities to enable e-retailers to study consumer behaviour and improve business performance, according to the firm.

"Today's consumers are no longer satisfied with mere 'multi-channel' points of contact with a seller, each remaining in its own silo," said ATG European general manager Frank Lord.

"Instead, merchants need to provide a holistic, cross-channel experience that unifies interactions across the web, call centre and store and provides seamless transitions between them."