Redwood Shores, Calif. -- American Apparel, which launched a new Oracle e-commerce platform in the fall, has continued to deliver an increase in e-commerce sales, with a more than 38% increase over the same period last year. December 2012 sales increased more than 59% over December 2011, with December coming in as the highest sales month in the history of the company’s online business.
In October, American Apparel, which manufactures and distributes merchandise as well as operating its own stores, moved its multiple e-commerce sites to Oracle’s ATG Web Commerce, a component of Oracle Commerce, to improve content management, promotions, search and transactions.
“We required an open, scalable platform with the features and functionality to support us now and in the future,” said Stacey Shulman, CIO, American Apparel. “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.”
The solution provides American Apparel’s business teams with a visual interface that simplifies the job of managing content, adapting page layouts and creating promotions for different customer groups and regions. American Apparel will use Oracle to present customers with personalized content and customized search options, helping to accelerate selections by presenting items that the consumer prefers.
As American Apparel continues to drive growth and expand to new markets, the retailer expects to leverage Oracle’s scalable commerce platform to optimize operations and the customer experience.