Personalized Shopping Just Got Bigger
By Ina Steiner
Online merchants like the idea of being able to recommend products to shoppers based on their profiles and previous purchase history, and two vendors that provide such tools are getting together. RichRelevance acquired Swedish online merchandising platform Avail, which brings 82 new clients to its portfolio and extends its reach deeper into Europe and adds new geographic coverage in Australia and India.
RichRelevance powers personalized shopping experiences for retail brands including Walmart, Sears, Target, Marks & Spencer and John Lewis, and Avail's retail clients include Argos, La Redoute and Halens.
Founded and led by the ecommerce expert who helped pioneer personalization at Amazon.com, RichRelevance helps retailers increase sales and customer engagement by recommending the most relevant products to consumers regardless of the channel they are shopping.
Avail works with online merchants to personalize their online stores to each visitor. The Avail website explains, "In your favorite store, the shopkeeper knows you from previous visits, noticing what you bought and what you showed an interest for, and makes sure to recommend relevant products based on that. Avail creates the same personal shopping experience online - automatically. The result is higher conversion rates and order values - in total, a 5-30% uplift in sales per visitor - and more satisfied customers."
RichRelevance CEO David Selinger said, "Tremendous shifts in consumer behavior have put pressure on retailers to adopt new high-impact strategies driven by technology, data and measurement. This acquisition rounds out our ability to support the complete topography of our retail partners' needs in the EU and across the globe."
RichRelevance will retain key Avail executives and talent, and Avail's CEO Pontus Kristiansson will continue to guide strategy and oversee day-to-day operations.
Kristiansson said, "Personalization is the path forward, and our clients look to us to lead the way to the most effective strategies for their diverse customers. Now, by joining up with RichRelevance, we can continue to evolve this absolutely essential space more efficiently and effectively."
Terms of the acquisition were not disclosed.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to firstname.lastname@example.org.
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