Fashion Retailer re-platforms online presence to personalise shopping, improve site speed and increase sales

American Apparel has delivered a rapid increase in e-commerce sales after it recently moving its online operations to Oracle Commerce.

Having moved its multisite e-commerce operations to Oracle’s ATG Web Commerce in October, e-commerce sales increased more than 38% over the same period last year and December 2012 sales spiked by 59% over December 2011, leading the retailer to record its highest sales month in the history of the company’s online business.

The move was designed to support and encourage ongoing growth by improving content management, promotions, search and transactions. And the company worked with Object Edge, a Gold level member in Oracle PartnerNetwork (OPN) with a specialisation in ATG Web Commerce, to implement its new web platform.

Streamlining administrative process

American Apparel’s business teams now use an easy visual interface that simplifies the job of managing content, adapting page layouts and developing and implementing promotions.

Moving forward, American Apparel will be using the platform to operate multiple integrated e-commerce sites for different customer groups and geographic regions. The new platform will also be used to present customers with personalised content and customised search options, helping to accelerate selections by presenting items that the consumer prefers.

Personalise and enhance online experience 

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