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IRX 2015 PREVIEW Stories from the exhibitors

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Ahead of IRX and EDX 2015, we round up some of the stories that exhibitors at the event have to tell. More than 300 companies will be showcasing the latest technologies and approaches to ecommerce and multichannel retailing in areas from logistics to personalisation, mobile and beyond. Here is some of their news.

• Retail promotions technology company Lucky Cycle has launched in the UK. Retailers, such as Clinique, Royal Canin,, Vente-Exclusive and Media Markt, use the technology to offer shoppers who have made a purchase on their website a one in five or ten chance to win their basket. Winners, who learn of their good fortune straightaway, can then share the experience through social media. Promotions, using the white-labelled technology that can be integrated into web and mobile sites, can run across individual products, categories or the full range. The company, founded in 2013 by entrepreneurs Geraud de Borchgrave, Nicolas Coppee and Jean-Marc Goemaere, has just won €1m in investment and is thought to be the first company of its kind in the UK. Campaigns can also be promoted in stores, where a customer uses a unique receipt number to play online.

“We are aiming to shake up the world of retail promotions by offering something new and exciting to consumers when they shop online,” said Simon Calvert, UK country manager for Lucky Cycle. “The ‘win your basket’ concept taps into the appealing aspect of chance. We’re not trying to replace voucher codes, but we are interested in changing the culture around incentives – retailers don’t have to offer a discount to run a promotion. Lucky Cycle is a simple yet innovative method of encouraging people to visit a site and make a purchase.”

Lucky Cycle will be in the Innovations Pavilion at IRX 2015.

• Ecommerce personalisation technology company Barilliance will be launching Barilliance Live! at IRX. The technology, says Barilliance, shows real-time dynamic information drawn from the data created through ecommerce site visits. This provides visitors with social proof, a sense of urgency, brand awareness and purchase incentives.

How does it work? Barilliance says: “Machine-learning algorithms constantly learn and ensure that the best messages are presented, for example ‘Hurry up! only two left in stock, five shoppers have this item in their shopping cart,” to help a considering customer decide.” Thus a first time visitor unfamiliar with the brand might see the message: “2430 visitors are now shopping with us”, or “this product is the number two best seller in the category”.

“This is a natural evolution of our personalization suite of products” said Ido Ariel, co-founder of Barilliance. “We have been testing the new product for the last six months on leading ecommerce sites worldwide, and the results have been outstanding. Most sites experienced up to 15% increase in conversion rates when we A/B tested the solution against a control group.”

The new Live! product joins a Barilliance ecommerce personalization suite that also

includes crosschannel personalised product recommendations, behavioural triggered emails and

real-time website personalisation.

Intelligent Reach is holding free data-quality clinics at IRX. A data quality team will review product data feeds and give advice on boosting quality, feedback on key areas of improvement, and ideas around product level optimisation. To book a slot, register to attend IRX and choose the data quality clinic in the registration process, or visit the Clinic page on the IRX website to book direct.

If you’re exhibiting at IRX 2015 and have a story to tell in this space, email the details to chloe (at) internet retailing (dot) net, with ‘IRX exhibitor story’ in the subject line.

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