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Demandware Announces Availability of Summer '10
According to a press release, Demandware eCommerce is based on the company's Active Merchandising and is claimed to be the first platform to enable retailers to easily test and optimize data-driven merchandising across all digital consumer channels, including websites, mobile storefronts, and now, in the call center. By A/B testing dynamic merchandising rules such as personalization and 'searchandising', retailers can optimize the display of products, promotions and search sort orders for consumers to create more relevant shopping experiences. With one easy-to-use interface, retailers can set up Active Merchandising rules for both registered and unregistered customers, and can test their performance simultaneously across the web storefront, mobile and call center.
Director of ecommerce at Gardener's Supply, Max Harris has stated that they have received dramatic results from the Active Merchandising functionality in Demandware eCommerce. The ability to automate and use data to drive the sort order and featured items within their site categories and email campaigns has been a tremendous time-saver. Their team has spent only 8 to 10 weeks on this task which made them concentrate and pursue on other projects as well.
Merchandisers can easily create, conduct, measure and review A/B tests to optimize conversion rates and average order size across web, mobile and call center channels. Using a drag-and-drop interface, merchandisers can easily set up and simultaneously test multiple promotions, content assets, search rules and more.
Creating dynamic customer groups for both registered and anonymous customers has been made simpler. Retailers can present all site visitors with content tailored to their preferences which include first time customers too. Based on customer session data, merchandisers can inhabit dynamic content such as the customer's referrer URL, referrer keywords, and locale of the customer's request, the customer's active source code group, and any additional session data that a retailer defines.
The call center application, which is natively integrated to the ecommerce platform, enables merchants to push product content, recommendations and promotions dynamically to call center agents for increasing the average order value of phone-based transactions. The Mobile Commerce storefront now leverages the power of Active Merchandising to present personalized content, search results and promotions to all mobile consumers, across all major smartphone browsers.
The company has claimed that developers now have access to additional API classes across catalog, pricing, promotions, shipping, search, orders and more for easy integration with ecommerce and multi-channel applications. Moreover new site-specific attributes, price book handling and localization improvements has made it easier to manage multiple, global ecommerce sites.
Nathesh is a contributing editor for TMCnet. To read more of Nathesh's articles, please visit his columnist page.
Edited by Patrick Barnard