While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
Web-based marketing tools that help top-tier retailers like Bloomingdale`s expand their reputations for building customer relationships are being made available to mid-market retailers doing as little as $15 million a year, Ecometry CEO John Marrah says.
Web-based marketing tools that help top-tier retailers like Bloomingdale`s and Saks Fifth Avenue expand their reputations for building customer relationships are being made available to mid-market retailers doing as little as $15 million a year, Ecometry CEO John Marrah tells InternetRetailer.com.
“This has only been available at the high end of the market, available only at Bloomingdale’s, Saks and others, but we’re bringing it to the mid-market fully integrated into an e-commerce system for retailers doing $15-$20 million a year,” Marrah says, adding that Ecometry will announce mid-market clients later this spring.
Bloomingdale’s, a unit of Federated Department Stores Inc. and Saks, a unit of Saks Inc., use personalization tools that help store associates and call center reps respond to shopping interests that customers have shown in multiple shopping channels. When a Bloomingdale’s registered shopper is standing at a store checkout counter, for example, the sales clerk can see on her computer screen suggestions for cross-selling products that would complement the purchase at hand.
Bloomingdale’s uses personalization technology from Blue Martini Software Inc., which is being acquired by Ecometry parent Multi-Channel Holdings Inc. One of the goals of the acquisition, Marrah says, is to integrate Blue Martini’s offerings with the Ecometry e-commerce applications suite.
Monte Zweben, CEO and founder of Blue Martini, says Blue Martini’s software can be licensed at costs per module ranging from about $100,000 to more than $1 million depending on the size of the retailer. The new integrated offerings with Ecometry will be available through hosted as well as licensed arrangements, making them more affordable to smaller retailers or to those who want to try them out before committing to a license, Zweben says.