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Bazaarvoice acquires Granify to enhance eCommerce with personalised shopping experiences
Thu, 7th Dec 2023

Bazaarvoice, a pioneer in user-generated content (UGC) and social commerce, has announced its acquisition of Granify, the forerunning eCommerce contextualisation solution.

This step underlines Bazaarvoice's commitment to investing in innovative technology that enhances shoppers' experiences by identifying key moments in their journey, thereby driving conversions and accelerating revenue growth.

The Granify solution will enhance Bazaarvoice’s complete eCommerce suite, enabling brands and retailers to boost discovery, conversion, and basket size. Leveraging advanced AI and machine learning technology and anonymised data, Granify's software circumvents significant barriers to tailored on-site experiences. The integration of in-session behavioural data and contextual signals allows pinpointing key moments in each shopper's journey to encourage better conversion.

Keith Nealon, Bazaarvoice's CEO, shared his perspective on this milestone, stating, “Consumers are increasingly looking for a unique and personal shopping experience, while at the same time, being increasingly concerned with how their personal data and browsing behaviour is used."

"Our brand and retail customers are increasingly looking for more ways to differentiate by delivering customised, relevant and engaging experiences to consumers. This acquisition allows them to do just that, within one single full-funnel content solution."

The novel approach incorporates elements like social proof, tailored search results, inventory levels, user-generated content, pricing, and customised offers. This optimises the shopping experience and when combined with Bazaarvoice's product and UGC data, creates personalised shopping experiences.

The acquisition of Granify will bolster Bazaarvoice's commitment to transform the online shopping experience for its customers. It aims to enhance their existing investments in content and eCommerce solutions, thereby magnifying transparency and the ease of interconnecting authentic voices of shoppers.

Jeff Lawrence, Granify's CEO, commented on the merger, “Granify identifies opportunities to serve shoppers with the right information at the right moment to make informed buying decisions. This improves the shopping experience and, in turn, increases brands’ and retailers’ revenue. By joining Bazaarvoice, we can couple our unique capabilities with their full-funnel content solutions to ensure brands and retailers are providing exceptional shopping experiences for consumers that help them convert.”

This acquisition is set to revolutionise the eCommerce arena, combining Bazaarvoice's prowess in UGC and Granify's innovative contextualisation software. Through the integration of these two pivotal entities, brands and retailers can provide personalised and unique shopping experiences, thereby engendering conversions and propelling revenue growth.

Brands and retailers use Bazaarvoice's technology, services, and expertise to drive revenue, extend reach, gain actionable insights, and create loyal advocates. Bazaarvoice’s global retail, social, and search syndication network, product-passionate community, and enterprise-level technology provide the tools brands and retailers need to create smarter shopper experiences across the entire customer journey. Founded in 2005, Bazaarvoice is headquartered in Austin, Texas, with offices in North America, Europe, and Australia.

Granify uses data science to analyse each shopper’s digital body language and create highly tailored and engaging experiences that surface the right content to the right shopper at the right moment. By enhancing the shopping experience, Granify helps enterprise retailers increase their online conversion rates and sales by up to 15%. The company was founded in 2011 by CEO Jeff Lawrence and is backed by Valar Ventures, iNovia Capital, Klass Capital, BDC, and Neu Venture Capital.