Revamping an ATG eCommerce Platform to Enhance Customer Experience and Retention
Introduction
A leading global provider of weight loss products and personalized nutrition services partnered with NuWare to modernize its aging eCommerce platform built on Oracle ATG.
The client’s existing system had reached its scalability limits; with performance bottlenecks, poor customer experience, and limited marketing flexibility impacting both conversion rates and retention metrics.
The objective was to carry out a comprehensive revamp of the retail site, transforming it into a high-performance, customer-centric digital platform.
The modernization aimed to enable personalized engagement, improve order flows, and create a seamless experience across web and social touchpoints.
The Challenge
The client’s legacy ATG eCommerce platform faced multiple functional and performance challenges that hindered its ability to attract and retain customers.
Key Challenges: 1. Limited Customer Engagement:
The platform lacked a dedicated customer portal, restricting personalized interactions and post-purchase engagement.
2. Inefficient Order Creation Flows:
The existing checkout and subscription processes were cumbersome and lacked clarity on available programs and benefits.
3. Performance and Scalability Issues:
Slow page loads and unoptimized configurations led to frequent timeouts and cart abandonments.
4. Poor Content Management:
Business users struggled to update content seamlessly due to limited ATG Business Control Center (BCC) functionality.
5. Minimal Loyalty and Retention Programs:
The system did not support add-on incentives, targeted promotions, or cross-sell opportunities for existing customers.
6. Lack of Social Integration:
The absence of social media presence limited digital visibility and brand engagement.
7. Outdated User Interface:
The existing design failed to meet modern usability standards, leading to low user satisfaction and conversion rates.
To stay competitive, the client needed a complete platform modernization, enhancing performance, usability, and marketing agility while maintaining the reliability of its ATG foundation.
NuWare’s Approach
NuWare carried out a comprehensive analysis of the client’s business goals, technical ecosystem, and pain points before executing the modernization.
The project adopted an Agile methodology, ensuring incremental delivery, continuous feedback, and high-quality outcomes.
1. Customer-Centric Architecture Redesign
•Designed and implemented a new ATG application module dedicated to members, improving personalization and loyalty-driven engagement.
•Integrated the new module with the existing retail application to ensure seamless cross-platform communication.
2. Enhanced Order Creation and Checkout Flows
• Redesigned order creation flows with intuitive navigation, guided program selection, and simplified checkout steps.
• Enabled real-time display of membership benefits, improving transparency and user confidence.
3. Performance Optimization
• Executed extensive performance tuning at various ATG layers to reduce latency and improve response time.
• Streamlined database operations on Oracle 10G and optimized JBoss configurations for scalability.
4. Advanced Security Framework
• Built a new security framework leveraging ATG components to ensure data integrity and secure transactions.
5. Third-Party Integration Enablement
• Configured integrations with payment gateways, analytics tools, and social networks, ensuring a connected and data-driven customer experience.
6. Content Management and Personalization
• Leveraged ATG Scenarios and Targeters to deliver personalized experiences and content through ATG Merchandising (ATG BCC).
• Empowered marketing teams to update promotions, banners, and campaigns independently without technical intervention.
7. Data Migration and Testing Automation
• Executed complete legacy data migration to ensure continuity of customer accounts, preferences, and purchase history.
• Established a dedicated testing environment for UAT and regression validation, ensuring zero disruption during rollout.
• Resolved major performance bottlenecks, ensuring faster load times and reduced downtime.
• Optimized configurations improved application stability during peak traffic.
3. Expanded Customer Acquisition Channels
• Integration with social media platforms enhanced digital presence and customer engagement.
• Targeted campaigns using ATG Scenarios drove higher first-time order volumes.
4. Seamless Content Management
• Empowered marketing teams with ATG BCC to manage site content efficiently, without developer intervention.
5. Greater Business Agility
• The agile framework and modular architecture enabled faster rollout of new promotions and features.
Business Impact Summary
Category
Impact
Customer Retention-
Higher repeat purchase rates through personalized experiences
Conversion Rates-
Increased first-time orders and reduced cart abandonment
System Performance-
Optimized configurations and faster response times
Content Management-
Full marketing control through ATG BCC
Digital Engagement-
Integration with social networks expanded visibility and reach
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