News

Sur La Table soups up omnichannel with help from eCommera

August 22, 2013

London-based eCommera announced an agreement with retail chain Sur La Table to provide actionable insights and recommended business changes to improve its omnichannel performance.

The company's intelligence solution 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 e-commerce platform data — and performs the role of offering a single view of profit optimization to retailers across their entire business, the announcement said.

"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 e-commerce 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, according to the release.

"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."

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