SurfStitch extends Oracle ATG Web Commerce to support business growth and international expansion

SurfStitch, the Australian online surf and fashion retailer, has chosen to extend the use of Oracle ATG Web Commerce to support its growing international presence and the expansion of its brand portfolio.

Launching as an online retailer for surf and fashion in 2008, SurfStitch has grown rapidly through its passion for providing exceptional customer service and an extensive brand offering that includes all well-known surf brands, such as Billabong, Quiksilver, RipCurl, Volcom, Nixon and many others.

Today, with over 20,000 products and 300 plus brands, SurfStitch is expanding its business geographically, particularly in Europe, and into other areas of fashion and chose to extend its use of the Oracle ATG Web Commerce platform to help it meet these objectives.

SurfStitch had first selected Oracle ATG Web Commerce solutions in September 2009, and with the support of systems integrator CGI, a Platinum level member in Oracle PartnerNetwork (OPN), implemented the scalable and robust ecommerce platform to support the retailer's rapid business expansion.

Since then, Oracle ATG Web Commerce has helped SurfStitch convert more of its average daily 30,000 unique visitors into buyers, generating larger orders and promoting more repeat visitors, contributing to $30 million in revenue last year.

It has also enabled SurfStitch to personalize and target offers, cross-sell merchandise and extend its commerce and merchandising operations and the retailer now processes around 10,000 orders a day.

In addition, SurfStitch uses the Oracle applications to closely monitor sales and visitor behavior, providing insight with which to quickly respond to market conditions and customer activity and helping to ensure it increases customer satisfaction.

In expanding its use of Oracle ATG Web Commerce, SurfStitch plans to extend these capabilities and benefits to new brands and markets internationally. SurfStitch's success was recognised recently at the 2012 Online Retail Industry Awards in Australia, where it won Best PurePlay Retailer, Best Site Optimization and Design and Online Retailer of the Year.

"SurfStitch prides itself on delivering the highest levels of customer service and satisfaction," said Lex Pedersen, Director, SurfStitch. "As a pure-play business, we have to get our ecommerce offering right, in order to deliver on our promise both for our brands and our customers. Oracle ATG Web Commerce enables us to provide an engaging and relevant experience that keeps our customers coming back."

"To drive ongoing profitable growth, retailers must provide superior customer experiences," said Mike Webster, Senior Vice President and General Manager, Oracle Retail. "In leveraging the Oracle ATG Web Commerce platform, SurfStitch is optimizing each interaction and using actionable insight to evaluate, refine and personalize the customer experience."

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