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Sterling Commerce, a subsidiary of AT&T, said Feb. 4 that it is expanding its business-to-consumer strategy by integrating its multichannel selling and fulfillment solutions and adding new marketing and merchandising capabilities to them.

"We want to expand B2C as a role within cross-channel," said Jim Beninger, Sterling Commerce’s global retail industry marketing leader. "Within the Web, it’s only part of the multichannel interaction. We want to enable our customers to truly integrate all channels with B2C."

Beninger said Sterling’s new B2C strategy will enable retailers to manage, create and share customer information across channels, regardless of how a customer buys their products.