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BizReport : Ecommerce archives : September 27, 2013

Sites give ecomm a makeover

A trio of releases in the ecommerce space are shaking up the traditional online shopping experience, giving consumers more of what they want: personalized experiences.

by Kristina Knight

First, from Rakuten and Tidal Labs, a site set up to help shoppers create as well as buy. Called Rakuten Essential, the hub is a 'look book' which creates an immersive customer experience. The site includes consumer-created content which can be shared with their social networks and purchased through clickable links.

"These influential bloggers relate in a new way to the Shopping community- their content creates a path to products that takes the concept of the look book to a new place," adds Bernard Luthi, CMO and COO, Rakuten Shopping. "We are so excited to offer a new experience to our shoppers that highlights not only inspiration from these creative bloggers, but also the thousands of talented merchants in our marketplace, whose products have a story to tell."

And just in time for the holidays, ShopLocal and Eyeview have partnered to create the V-Circular, a retail circular using offline data to improve online performance. The circular uses data from ShopLocal to power demographically targeted video ads; the ads can also be targeted using local information like weather and shopper-specific data.

"Hyperlocal video is the next big thing in digital advertising. But the challenge of execution has been prohibitive for many who want to get ahead of the curve," said Lester Holze, vice president of business development of Shoplocal. "Now there's an easy, automated way to tap into the growing local digital video momentum."

The circulars also include offers and coupons as well as category messaging.

Meanwhile, Volusion has launched Mozu, an enterprise commerce solution set up to ensure the customer experience is comparable on websites, in the mobile space and in retail stores. The platform delivers content across screens and channels.

"Since the rapid adoption of smartphones, technology has fundamentally changed the way that consumers shop and how enterprises must conduct business. In today's environment, companies are struggling to centralize their orders, customers and inventory, all while needing to fully integrate multiple platforms and enable a unique brand experience across channels. Unlike other legacy platforms on the market, Mozu delivers on all of these fronts," said Clay Olivier, CEO, Volusion, Inc.

Early adopters are working with the system now; there will be a general availability release in January 2014.

Image via Shutterstock

Tags: ecommerce, ecommerce tips, ecommerce tools, ecommerce trends, Mozu, Rakuten, ShopLocal, Volusion

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