Rock/Creek to Revamp Web Presence with ATG Commerce

CAMBRIDGE, Mass. – ATG (Art Technology Group, Inc., NASDAQ: ARTG), the premier provider of cross-channel commerce solutions, today announced that Rock/Creek (www.rockcreek.com), a specialty retailer serving outdoor enthusiasts, plans to replace its current e-commerce platform with ATG Commerce. With aggressive online growth targets for the next five years, Rock/Creek will re-launch on ATG to leverage the advanced personalization and merchandising features. The goal is to establish more personal connections with customers by helping them find the right outdoor gear and products to fit their needs, and presenting product information and offers that match their interests.

Since its founding more than two decades ago, Rock/Creek has grown into one of the leading specialty retailers in outdoor gear and apparel. In 2009, the company’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 Web 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.

“When we originally launched our online store over a decade ago, we built our own e-commerce platform,” said Mark McKnight, e-commerce director, Rock/Creek. “Since then, we have aggressively grown our business online, moving from the smallest storefront in the company just a few years ago to the largest today. Now that we’ve reached key milestones and defined ambitious online revenue goals for the next five to 10 years, the limitations of our current platform have become apparent. ATG Commerce will allow us to scale for that growth, and offer specialized content and high-value product recommendations to specific customer segments.”

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 full control over the customer experience, so the company can swiftly and easily change marketing tactics to counteract competitors’ promotions and launch micro-sites for specialized sports or collections.

“Rock/Creek has earned a reputation among its customer base for offering high quality gear and service in the marketplace,” said Nina McIntyre, ATG’s senior vice president and chief marketing officer. “This re-launch will allow the company to create a more meaningful shopping experience across channels to market more effectively to its customers. Moving to ATG Commerce will allow the Rock/Creek team to drive sales in order to meet or exceed the company’s aggressive revenue goals, and scale rapidly.”

About Rock/Creek

Rock/Creek is an independent specialty outdoor retailer based in Chattanooga, Tennessee with over 20 years of brick and mortar experience. With a dedicated staff of outdoor enthusiasts and gear experts, Rock Creek offers only the very best outdoor apparel and equipment from top brands like Marmot, Patagonia, Arc’Teryx, The North Face, Chaco Sandals, Montrail, and others to ensure that customers are comfortable and safe in the outdoors.

Along with our online specialty shops, RockCreek.com and ClimbingGear.com, we provide quality gear for a host of outdoor sports including kayaking, rock climbing, camping, hiking, trail running, and adventure racing. As a leader in the outdoor industry and in the larger community, we use outdoor retail as a platform to encourage outdoor recreation and stewardship and to improve access to the backcountry. Rock Creek hosts the annual StumpJump 50K Trail Race, attracting top competitors from across the nation, and is a major sponsor of the Triple Crown Bouldering Series.



As part of this mission, Rock/Creek is a proud member of the Grassroots Outdoor Alliance, a group of independent outdoor shops dedicated to the sustainability of the specialty outdoor channel and the quality of the outdoor enthusiast’s experience. We stand together to help facilitate a market for performance-oriented, revolutionary products, create a unified marketing presence for high quality, local outdoor specialists, and help protect and sustain the quality and access to the environment on a local, national and global level.

About ATG

ATG (Nasdaq: ARTG) provides the most advanced cross-channel commerce software and services to fuel the growth of the world’s top brands. Offering the industry’s leading commerce solution, ATG works in partnership with clients to drive sales via a personalized customer experience – unifying and optimizing interactions across the Web, contact center, mobile devices, social media, physical stores, and other key channels. Exclusively focused on online and cross-channel commerce, ATG is uniquely capable of powering the most innovative and successful commerce experiences, with results that outperform industry norms. ATG Commerce is the e-commerce platform and business user application solution top-rated by industry analysts for powering results-driven, personalized, and innovative e-commerce sites. ATG’s platform-neutral optimization solutions for live help, lead performance, and product recommendations can be easily added to any website to increase conversions and reduce abandonment. ATG is headquartered in Cambridge, Massachusetts, with additional locations throughout North America and Europe. For more information, please visit http://www.atg.com.

© 2010 Art Technology Group, Inc. ATG and Art Technology Group are registered trademarks. All other product names, service marks, and trademarks mentioned herein are trademarks of their respective owners.

This press release contains forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. These statements involve known and unknown risks and uncertainties that may cause ATG’s actual results, levels of activity, performance or achievements to be materially different from any future results, levels of activity, performance or achievements expressed or implied by such forward-looking statements. Important risk factors affecting ATG’s business generally may be found in its periodic reports and registration statements filed with the Securities and Exchange Commission at www.sec.gov.

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