ATG Integrates Advanced Affinity Selling Capabilities to e-Commerce Suite

By Niladri Sekhar Nath

TMCnet Contributing Editor

 

ATG (Art Technology Group (News - Alert), Inc.), an e-commerce suite developer, has introduced advanced affinity selling capabilities in ATG Commerce, its e-commerce application. Affinity selling facilitates "automated personalization" by automating an e-seller's capability to offer more relevant up-sells and cross-sells to each online shopper.

 

Online merchants now have an automated way to present relevant and effective product recommendations. ATG's affinity selling capabilities will fulfill their requirements as it takes into account a shopper's market segment, other customer profile information and the merchandiser's multi-channel sales strategy. Thus, Web sites will be more equipped to suggest products that make more sense for the shopper and the seller.

 

Affinity selling helps merchandisers identify affinity recommendations based on what they believe to be the best cross-sells and up-sells for customers. Unlike other solutions on the market like collaborative filtering that assign customers to too-broad or too-specific segments, affinity selling leverages sophisticated segments that merchants themselves have defined as greatly reducing irrelevant product recommendations.

 

"Our new affinity selling capabilities will further empower online sellers to match consumers with the products they are seeking, quickly and easily," said Cliff Conneighton, senior vice president of marketing, ATG in a statement to the press. "By introducing automated personalization into the product recommendation process, merchants now have the power to offer customers a uniquely relevant and tailored shopping experience in a way they can easily afford and manage."