âOver the past two years, we have been fortunate enough to work with some of the leading brands in retail,â said Garrett Eastham, CEO of Edgecase. The rebranding reflects âthe evolution of our platform and vision.â
As part of the brand re-launch, Edgecase unveiled the Adaptive Experience Platform, designed to help brands and retailers address the reality that every shopper is an âedge case,â or an individual with unique preferences and desires.
Edgecase built and refined the new solution based on shopper feedback collected in usability studies. The solution provider also collaborated with its key retail customers, such as Crate & Barrel, Golfsmith, Rebecca Minkoff, Urban Decay and Wasserstrom.
âAn edge case is the hardest things a business can tackle,â Eastham noted. âConsumers today want to take control of the discovery experience.â
The Adaptive Experience Platform combines machine learning and content curation to provide more inspiring shopping experiences.
âSoftware can comb through mass amounts of data, but it requires a human to connect the dots,â said Eastham in an interview with Retail TouchPoints. âOur curation workforce adds that human element.â
By combining human and machine, Edgecase is âbreaking away from the traditional definition of personalization,â Eastham said. âIt reaffirms that as a consumer, your tastes and preferences are as unique as the person you are. You arenât a segment.â
The platform includes a variety of new features, including âmore like thisâ advanced visual navigation, the ability to designate ânice to haveâ attributes as well as âmust haveâ attributes.
âMost leading-edge web sites simply are not inspiring,â Eastham said. âConsumers are craving something new and different. They donât want your old school experience; they are craving curated experiences.â
The new brand and solution will be unveiled at the 2014 Shop.org Summit, taking place Sept. 29 to Oct. 1, 2014 in Seattle.
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