Oracle has announced a $1bn (£624m) deal to acquire e-commerce software firm ATG in a move which could boost its customer relationship management (CRM) and multi-channel commerce capabilities.
ATG numbers global brands such as Tommy Hilfiger, Expedia and Vodafone as customers, and produces software designed to provide medium and large retailers with the means to build, manage and monitor every part of their online business.
This includes merchandising, marketing, content personalisation, automated recommendations and live help services, as well as commerce optimisation apps designed to provide rapid responses to customer queries.
"Driven by the convergence of online and traditional commerce, and the need to increase revenue and improve customer loyalty, organisations across many industries are looking for a unified commerce and CRM platform to provide a seamless experience across all commerce channels," said Thomas Kurian, executive vice president of product development at Oracle.
"Bringing together the complementary technologies and products from Oracle and ATG will enable the delivery of next-generation, unified cross-channel commerce and CRM."
ATG president and chief executive Bob Burke added that the marriage of the two companies will help customers bring all their commerce activities together.
This will help ensure a more consistent and relevant experience for end users across online, bricks and mortar stores, mobiles and call centres, he explained.
Brian Walker, an analyst with Forrester, welcomed the deal, arguing that the two solution sets are highly complementary.
"Oracle has had a significant hole in terms of e-commerce capability needed by their ERP, CRM, and supply chain clients. ATG has lacked enterprise order management and CRM capabilities required by their more sophisticated clients," he explained in a blog post.
"Together these offerings will make a compelling pairing, though productisation and packaging of the offering may remain a challenge for the near future."
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