Provider: Avail Intelligence
What it is: Software that uses advanced mathematical algorithms to collect data by monitoring customer behaviour on e-commerce websites.
How it works: Customer shopping habits can be tracked enabling recommendations to be given on further purchases, improving the shopping experience and enhancing sales.
Vendor claim: "The results can deliver increases of up to 20 per cent across conversion rates and average order values."
Users: Woolworth, H&M, La Redoute.
Expert verdict: "Until now, the ability to discover online behaviour has been confined to the larger and more adventurous retailers who have embedded these algorithms in their in-house software," says Sean Kelly, managing director of Sean Kelly & Associates and a lecturer in data at the IDM. "Or it's only been available as part of an expensive suite of online analytical tools. This product is welcome as a shrink-wrapped option, independent of existing online software platforms. If marketers are to truly exploit this, though, they must be prepared to constantly refine the online shopping experience to reflect levels of customer interaction."
Rating: 8/10.