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 percent. The company, which both manufactures and distributes merchandise and operates retail stores, had moved its multisite 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.