Backcountry.com to Power Multi-brand e-Commerce Initiative with ATG

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Outdoor Gear Retailer to Manage Personalized Experience for its Web Sites with ATG Commerce Platform

CAMBRIDGE, Mass. - February 8, 2010-ATG(Art Technology Group Inc., NASDAQ: ARTG), the premier provider ofcross channelcommerce solutions, announcedtoday that online outdoor gear and apparel retailerBackcountry.comhas selected market-leading ATG Commerce to power itsfamily of destination sites for outdoor enthusiasts.

An online retailer of high-end outdoor gear, Backcountry.com offers more than 50,000products —equipment, apparel, and accessories — from more than 400 brands. The ATG Commerceadvancedpersonalizationand Webcontentmanagementsolutions will enable Backcountry.com to provide innovative functionality,maximize sales conversions, more directly manage its online storefront, and streamline customerinteractions. The platform will ultimately allow the company to rapidly improve its Web sitefunctionality while increasing customer loyalty and providing a trend-breaking customerexperience.

Backcountry.com was founded in 1996 by two-time Olympic Nordic ski jumper Jim Holland, andwriter-entrepreneur John Bresee. The site, which offers a wide assortment of gear forbackpacking, camping, skiing, rock climbing, kayaking, mountaineering, and more, has expandedaggressively every year since it was launched. To accommodate the company's projected growth,the Backcountry.com team decided to invest in new technology that would allow them to unify allof their individual store brands onto a single commerce platform to deliver a more consistentpersonalized shopping experience to customers.

By the end of 2010, all 11 sites operated by Backcountry.com — including RealCyclist.com,Bonktown.com, HuckNroll.com, Chainlove.com, SteepandCheap.com, Dogfunk.com, Tramdock.com,Brociety.com, WhiskeyMilitia.com, and DepartmentofGoods.com — are expected to be moved to theATG platform

"In our industry, if you don't evolve, you will stagnate," said Kelly Phillipps, CIO,Backcountry.com. "ATG's commerce platform will allow Backcountry.com to achieve our aggressivegrowth goals while offering a customized, cutting-edge experience to our devoted customers. Ouremployees are as passionate about providing the best customer service possible as we are aboutgetting after it in the back country. Partnering with ATG will allow us to excel on thecustomer front, while we reach new summits as a business."

ATG's highly flexible commerce platform will help automate and personalize the visitorexperience for Backcountry.com, offering merchandising management, an integrated searchsolution, email and Web campaign management, and advanced online marketing testing capabilitiesto create relevant outbound marketing campaigns. ATG's personalization engine will allowBackcountry.com to manage dynamic customer profiles and segments based on their online shoppingbehavior.

"Backcountry.com has built some of the premier destination sites for outdoor adventurers andwe are excited to partner with this innovative retailer," said Nina McIntyre, ATG's senior vicepresident of marketing and chief marketing officer. "Backcountry.com is an extreme innovatorthat understands the business value of providing a more personalized and supportivecross-channel shopping experience. We look forward to working closely with them as they executeon their commerce strategy and continue to lead the industry."

About Backcountry.com

Backcountry.comis an onlineretailer of high-end outdoor gear and center for gear knowledge online. Backcountry.com carriesmore than 400 brands in various categories, including backpacking, camping, hiking, climbing,trail running, paddling, skiing, snowboarding, snowshoeing and adventure travel. Backcountryalso operatesRealCyclist.com,Bonktown.com

,Chainlove.com

,SteepandCheap.com

,Dogfunk.com

,Tramdock.com

,Brociety.com

andWhiskeyMilitia.com

. Backcountry.com isa controlled subsidiary of Liberty Media Corporation attributed to the Liberty InteractiveGroup (Nasdaq:

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About ATG

A trusted, global specialist in

e-commerce

, ATG (Art Technology Group, Inc., NASDAQ: ARTG) hasspent the last decade focused on helping the world's premier brands maximize the success oftheir online businesses. ATG Commerce is the

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andbusiness user application solution top-rated by industry analysts for powering highlypersonalized, efficient and effectivee-commercesites. ATG's platform-neutraloptimization services can be easily added to any Web site to increase conversions and reduceabandonment. These services include ATG

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recommendations="recommendations">Recommendations

and ATG's live help services, including ATG eStara

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live-help.jhtml="live-help.jhtml">Clickto Call

, and Instant Servicelivechat. ATG is headquartered in Cambridge, Massachusetts, with additional locationsthroughout North America and Europe. For more information, please visithttp://www.atg.com

.

2010 Art Technology Group, Inc. ATG and Art Technology Group are registered trademarks. Allother product names, service marks, and trademarks mentioned herein are trademarks of theirrespective owners.

This press release contains forward-looking statements for purposes of the safe harborprovisions under The Private Securities Litigation Reform Act of 1995. These statements involveknown and unknown risks and uncertainties that may cause ATG's actual results, levels ofactivity, performance or achievements to be materially different from any future results,levels of activity, performance or achievements expressed or implied by such forward-lookingstatements. Important risk factors affecting ATG's business generally may be found in itsperiodic reports and registration statements filed with the Securities and Exchange Commissionatwww.sec.gov.

News Source : Backcountry.com to Power Multi-brand e-Commerce Initiative with ATG