The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The deal expands the market for Celerant’s retail operations software.
Celerant Technology Corp., a provider of Java-based multichannel retail operations software, has bought multichannel retail software company Cam Commerce Solutions from Robertson Piper Software Corp., a software technology holding company. The companies did not say what Celerant paid for Cam Commerce.
Cam Commerce, which has a client base of more than 3,000 retailers, is known particularly for its Retail Star store point-of-sale software, which is designed to integrate with a merchant’s e-commerce order management technology to update inventory records both in-store and online, the company says.
By becoming part of Celerant,which also provides POS software that enables retailers to manage orders and show updated inventory across channels, Cam Commerce can serve larger multichannel retailers, Cam president Kevin Kogler says. “Merging into Celerant Technology allows us to continue to enhance the Cam product line, particularly our Retail Star product, while leveraging Celerant’s capabilities with larger multi-store retailers,” he says.
Ian Goldman, president and CEO of Celerant, said merging Cam’s technology and retail software professionals with Celerant will enable the expanded Celerant to improve Cam’s product line, better serve its larger-volume retailers and expand Celerant’s reach in the retail industry.
Celerant’s customers include retailers such as Farmers Home Furniture, a southeastern U.S. retail chain that operates FarmersHomeFurniture.com; Tennis Express, a cataloger that also operates a single store and TennisExpress.com; and web-only My Glass Slipper, which operates the retail sites MyGlassSlipper.com, BridalShoes.com and MetallicBridalShoes.com.
Vural Cifci, director of acquisition at Travelocity, and Aaron Goldman, chief marketing officer of search marketing firm Kenshoo, will discuss inventory management as it relates to search engine marketing at the Internet Retailer Conference & Exhibition 2012 in June in a session titled “How to turn dynamic inventory, seasonality and promotions into an SEM advantage.”