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Oracle Combines CRM, Ecommerce with ATG Acquisition

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Posted November 2, 2010 By Paul Shread     Feedback

Oracle says combining CRM and ecommerce applications will lead to greater customer loyalty and business agility.

Oracle (NASDAQ: ORCL) announced today that it has agreed to acquire Art Technology Group (NASDAQ: ARTG) in a move that will combine Oracle's customer relationship management (CRM) application portfolio with Art Technology's ecommerce solutions.

"Driven by the convergence of online and traditional commerce and the need to increase revenue and improve customer loyalty, organizations across many industries are looking for a unified commerce and CRM platform to provide a seamless experience across all commerce channels," stated Thomas Kurian, executive vice president of Oracle Development. "Bringing together the complementary technologies and products from Oracle and ATG will enable the delivery of next-generation, unified cross-channel commerce and CRM."

The $1 billion cash deal will give Oracle access to ATG's ecommerce software and on-demand commerce optimization applications, including merchandising, marketing, content personalization, automated recommendations and live-help services.

Oracle said ATG's ecommerce offerings will complement its CRM, ERP, retail and supply chain management applications, as well as its middleware and business intelligence technologies.

"Together, Oracle and ATG expect to help businesses grow revenue, strengthen customer loyalty, improve brand value, achieve better operating results and increase business agility across online and traditional commerce environments," the companies said in a press release.

ATG CEO Bob Burke said in a statement that the combined company "will enhance the ability to bring all their commerce activities together, creating a more consistent and relevant experience for their customers across all interaction channels, including online, in stores, via mobile devices and with call centers."

The transaction is subject to stockholder and regulatory approval and is expected to close early next year.

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