Boomerang Commerce looks to make e-commerce smarter

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Boomerang Commerce looks to make e-commerce smarter

By David Salazar - 03/27/2018
Boomerang Commerce, a Mountain View, Calif.-based machine-learning tech company's latest tool for suppliers is aiming to make it easy to maximize e-commerce growth. The company's CommerceIQ platform is designed to use machine learning to analyze variables in real-time to recommend and automate sales, marketing and operations actions to drive growth on e-commerce channels, the company said.

"We are on a mission to empower our brand manufacturer customers with the technology they need to deliver jaw-dropping, profitable growth," Boomerang Commerce CEO Guru Hariharan said. "Through our investment in machine learning and data science, we aspire to be the most trusted technology partner for brands - first in the context of e-commerce and eventually for omnichannel retail."

The company noted that currently, more than half of U.S. retail purchases are made online or influenced by e-commerce, and 67% of millennials prefer online shopping to the brick-and-mortar store. With online sales at the mercy of search ranking, paid media, inventory levels, pricing wars and customer reviews, Boomerang Commerce said companies need a solution that focus on winning strategies while using technology to automate everything else.

The CommerceIQ platform includes three applications - one for sales, one for marketing and one for operations. The sales application takes action to improve search ranking and shopper conversion, the marketing application automates ad bidding on Amazon Marketing Services and balances ad spend with retailer profitability and in-stock levels. The operations application can predict out-of-stock situations to avoid products being de-listed and can provide supply chain teams with solutions targeted at digital-first retail, the company said.

"At Campbell, we are setting the pace to meet the consumer wherever they are - online or in traditional retail locations," Campbell Soup's vice president of e-commerce business team Veeral Shah said. "Through Boomerang's CommerceIQ, we can automate real-time actions rooted in consumer data and insights so a brand like Pepperidge Farm Goldfish can remain the number one cracker on"

Kimberly-Clark's Amrit Patil, vice president of customer development, said, "Making data-driven decisions through platforms such as Boomerang's CommerceIQ helps us drive our e-commerce agenda forward."

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