Build-a-Bear Workshop will re-launch its web site on ATG Commerce OnDemand, according to a press release. The interactive entertainment retailer of customized stuffed animals is looking to enhance the unique, interactive in-store experience and attract and engage guests through its online channel.

With a broad and loyal customer base and strong merchandising expertise, the management team of Build-A-Bear Workshop was seeking an e-commerce partner that could power a relevant and personalized shopping experience on the company's retail site, buildabear.com.

ATG Commerce OnDemand, a hosted e-commerce solution available via Software-as-a-Service (SaaS) or a license with dedicated hosting and managed services, provides Build-A-Bear Workshop with advanced personalization capabilities designed to tailor content for a variety of guests. Business tools designed for use by merchandisers are designed to allow the company to make targeted offers to encourage increased order sizes, and make personalized promotions. Build-A-Bear Workshop will have complete real-time control over its online merchandising to adjust marketing tactics in response to customer dynamics, according to the release.

Editor’s Note: This article is an excerpt from one of RetailWire’s recent online discussions. Each business morning on RetailWire.com, retail industry execs get plugged in to the latest news and issues with key insights from a "BrainTrust" panel of retail industry experts.

Nordstrom appears to have achieved the link across selling channels that most retailers aspire to, according to reports. The department store chain manages inventories at its store and its web site as one entity. If a shopper is looking for a particular item online and it is not in stock in the warehouse, Nordstrom will still be able to fill the order pulling from store stock.

The same is true for in-store shopping where an item out-of-stock at a particular location does not mean the consumer is out of luck. Nordstrom has the ability to either grab the item from another store or from its web site. Store employees have the inventory information right in front of them in stores so they are able to assist the shopper in making the purchase.

Jamie Nordstrom, EVP of Nordstrom and President of Nordstrom Direct, told The New York Times that the company's approach has driven "some pretty meaningful results."

With email continuing to serve as a core hub for other interactive channels, it is becoming more imperative for retailers to leverage the channel to optimize engagement, branding and ultimately, conversion.

Digital marketing service Smith-Harmon, a division of Responsys, recently compiled an “Email Design Look Book,” bringing together 20 compelling emails, a large portion of which are retail-driven. The book includes visuals from leading brands including Ann Taylor, Banana Republic, Bumble & Bumble, Harry & David, Kenneth Cole Productions, Nike, Pottery Barn, Urban Outfitters and more.

“While some form of conversion is usually the primary goal, engagement is becoming an increasingly vital goal of email campaigns,” said Chad White, Research Director at Responsys. “With ISPs now factoring in engagement metrics into their filtering algorithms, email campaigns that generate opens and clicks are important to maintaining healthy deliverability rates.