In 2009, Rock/Creek's online sales surpassed sales from its largest brick-and-mortar location, and while both channels continue to grow, this highlighted a significant opportunity for the advancement of the company's online presence. With this in mind, Rock/Creek executives evaluated several e-commerce platform providers and ultimately selected ATG to provide a commerce platform that will support the company through multiple stages of growth.
The move to ATG Commerce will enable Rock/Creek to handle greater volume both in its actual traffic and sales and its product catalog. The company plans to add a variety of new products to its site, doubling the overall current catalog SKU count. Additionally, after re-launching with ATG, the Rock/Creek web and merchandising team will have sophisticated capabilities to capture, mine and efficiently utilize customer data collected throughout the browsing and buying process. Using business tools inherent in ATG Commerce, Rock/Creek will have more control over the customer experience, so the company can quickly change marketing tactics to counteract competitors' promotions and launch micro-sites for specialized sports or collections.