August 27, 2013, 9:15 AM

Sur La Table turns to DynamicAction

eCommera’s DynamicAction SaaS solution will offer Sur La Table actionable insights and recommended business changes to improve omni-channel performance.

August 21, 2013, Redwood City, CA— eCommera announced today an agreement with retail chain Sur La Table, the destination for those with a passion for cooking and a love for food. By offering timely analysis of marketing, merchandising and inventory data, eCommera’s DynamicAction SaaS solution will offer Sur La Table actionable insights and recommended business changes to improve omni-channel performance.
DynamicAction collects, integrates and analyzes thousands of data sources - ranging from third-party media analytics and attribution data to a retailer’s own inventory systems and ecommerce platform data – and performs the critical role of offering a single view of profit optimization to retailers across their entire business.
“We have passionate customers who use our site to research prior to purchasing in-store, to curate and share product collections, as well as for ultimately purchasing,” said Kevin Ertell, vice president of eCommerce for Sur La Table.  “The more clearly we can view our website, social media and offline channels as a holistic customer experience, the more we will understand how to inspire their passions, aid their purchase processes and create seamless brand interactions.”
The insights and recommendations Sur La Table receives will be ranked by factors such as profitability impact, media waste, product availability and customer purchase history to allow for a single view of profit and therefore effective business decisions across the organization. Each action that could be taken to increase profitability is ranked by the “size of the prize” to the organization and can be initiated and tracked within one click.
“The world of multi-channel retailing has drastically changed, and to succeed, retailers must have alignment, transparency and an overarching focus not just on revenue, but on profitability across the organization,” said John Squire, president of eCommera North America. “Our DynamicAction Decision Intelligent Commerce solution offers this single view of profit, detailed actions and daily recommendations to make omni-channel retail success practical and profitable for forward-thinking brands like Sur La Table.”
Sur La Table joins a growing list of forward-thinking brands that are adopting a decision intelligence approach to omni-channel commerce, including Brooks Brothers, T.M. Lewin, Jaeger and Matches Fashion.
About eCommera DynamicAction™:
DynamicAction from eCommera is the first-of-its-kind Decision Intelligence Commerce solution that creates prioritized and specific business change for leading retailers. By integrating and analyzing thousands of first-party and third-party data points – from analytics and attribution platforms to customer review databases and inventory systems - DynamicAction offers retailers highly-customized insights like relative impact of each action on profit, return on inventory and underperforming media channels. The system enables retailers to immediately identify internal shortfalls and recommends the actions they should take to aid current performance, increase profitability and secure long-term growth. eCommera is based in London, with US headquarters in Redwood City, California. Connect with us at, @eCommera and
About Sur La Table:

Since its beginnings in Seattle’s Pike Place Market in 1972, Sur La Table has believed that the kitchen is the center of the home. Today, those with a passion for cooking and a love for food can discover a leading selection of global brands in over 100 Sur La Table stores, online at, through the Sur La Table Catalog and via the Sur La Table Gift Registry.  With cooking classes in over 40 locations, Sur La Table operates the largest avocational cooking school nationwide. From essential basics to hard-to-find specialty tools and cookware, Sur La Table is sure to have something for every cook.

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