The LEGO Group to Launch New e-Commerce Site Powered by ATG

CAMBRIDGE, Mass.--(BUSINESS WIRE)--ATG (Art Technology Group Inc., NASDAQ: ARTG), the premier provider of e-commerce solutions, today announced it will work with the LEGO Group to re-launch shop.LEGO.com.

“The LEGO Group was looking to migrate to a single, mature, highly scalable platform to drive its entire e-commerce operations, and that is exactly what top brands highly value in ATG Commerce”

Using the ATG Commerce platform, the LEGO Group will create a completely new global Web shop that will enable the company to enhance its marketing and merchandising efforts and deliver a more personalized and relevant consumer experience to all shoppers.

In recent years, the LEGO Group has built a strong direct to consumer presence by giving consumers the ability to shop online, as well as play and build with virtual LEGO® bricks. As part of plans to support and drive additional sales growth, the LEGO Group decided to invest in an overhaul of its current Web shop.

The LEGO Group sought a partner offering an e-commerce platform that would enable the LEGO Direct to Consumer team to craft a more compelling experience for consumers. After extensive research, the LEGO Group selected ATG to power its new Web shop in 21 countries worldwide.

“More and more are turning to the Web to shop, play and learn, so it is incredibly important that we ensure shop.LEGO.com provides an engaging personal experience that motivates them to a deeper relationship with LEGO products, experiences, and services,” said Skip Kodak, vice president, Direct to Consumer, The LEGO Group.

With dynamic personalization and targeting capabilities at its core, ATG Commerce will enable the LEGO Group to drive cross-channel sales and marketing from a single platform, supporting multiple currencies and numerous geographies.

Members of the LEGO Direct to Consumer marketing and merchandising teams will now have direct control over user-friendly management tools, so they can create rules about the types of sales offers and product recommendations presented to various shoppers.

“The LEGO Group was looking to migrate to a single, mature, highly scalable platform to drive its entire e-commerce operations, and that is exactly what top brands highly value in ATG Commerce,” said Nina McIntyre, ATG’s senior vice president of marketing and chief marketing officer.

“We are looking forward to the re-launch and to helping the LEGO Group stimulate additional growth in its online business.”

ATG Commerce is a comprehensive, flexible, highly scalable e-commerce platform that drives every phase of a personalized online shopping experience. By making shopping and buying experiences more personal and fulfilling for visitors, commerce sites deployed on the ATG platform yield higher conversion rates and order sizes.

About the LEGO Group

The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children, employing approximately 7,000 people globally.

The LEGO Group is committed to the development of children's creative and imaginative abilities. LEGO products can be purchased in more than 130 countries.

About ATG

A trusted, global specialist in e-commerce, ATG (Art Technology Group, Inc., NASDAQ: ARTG) has spent the last decade focused on helping the world's premier brands maximize the success of their online businesses. ATG Commerce is the commerce platform and business user application solution top-rated by industry analysts for powering highly personalized, efficient and effective e-commerce sites. ATG's platform-neutral optimization services can be easily added to any Web site to increase conversions and reduce abandonment. These services include ATG Recommendations and ATG's eStara Click to Call and Click to Chat services. The company is headquartered in Cambridge, Massachusetts, with additional locations throughout North America and Europe. For more information, please visit http://www.atg.com.

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