More than 15 years ago, the multi-billion dollar telecommunications company purchased the ATG commerce platform (Oracle) to enable consumers to purchase phones and wireless plans online through the AT&T website.
Over time, the company obtained new media services in addition to phones and wireless plans, but their monolithic commerce platform was not built for true omnichannel selling, nor was it designed to communicate with completely different systems. In order to support cross-platform and cross-brand selling, it became clear to the digital leadership team that they needed to modernize and migrate to a more modern, agile architecture.
AT&T selected the commercetools cloud-native, API-first commerce platform. This gave them the flexibility to upsell and cross-sell on any of their online properties, as well as the agility to build and customize microservices to meet the needs of the business.
With AT&T’s newfound flexibility to upsell and cross-sell on any of their websites, they were able to sell every 5th iPhone 12 in the US when they were first released.
CEO and Co-Founder, commercetools
These new capabilities decreased the number of customer calls and delivered shorter call times, allowing AT&T to reduce staff and enabling the company to predict USD 1.5 million/quarter in savings just in their call centers. And, while it took hundreds of developers to build, replicate and test offers across disparate systems on their monolithic platform, the commercetools platform is able to push updates out across all systems automatically and seamlessly, using 75% less manpower.
Enables all sales channels to provide a wide variety of product types, bundles and promotions.
Cloud environment reduces cost of hardware, staff and time-to-market by as much as 75%.
Decoupling the backend increased the range of channels and touchpoints presented to customers.
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