• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Commerce

GK Software’s AI acquisition promises a true omnichannel experience

The company acquired AI-recommendation company prudsys in November.

Robin Kurzer on January 9, 2018 at 3:21 pm
  • More

Customers expect product recommendations when they are making a retail purchase. But they are equally frustrated when those recommendations are of no help.

Michael Jaszczyk, CEO of GK Software, North America, says that many companies cannot make accurate recommendations because they don’t have a way to compile and analyze data collected from multiple channels. This means that a customer can make a mobile purchase, but once they are at the cash register, the POS system does not factor in their mobile experience.

GK Software acquired prudsys to solve that problem.

“By integrating the AI (artificial intelligence) capabilities of prudsys AG into its OmniPOS platform, retailers can now create personalized customer experiences across any channel, including the store,” the company said in a release.

“Our expanded omnichannel capabilities present retailers the next level of consumer experience, increasing both loyalty and revenue,” Jaszczyk said. “Personalization based on AI was, up to now, a technology limited to one channel. Now, GK Software makes personalization truly omnichannel, both offline and online. We are enabling retailers to recommend products to their consumers based on their personal behaviors at every touch point.”

Jaszczyk told me that omnichannel marketing has yet to live up to its promise since it became popular about 15 years ago. He said that it’s not only because data activity is happening in different channels, it’s that each channel uses a different business logic to create recommendations.

“Omnichannel came up and the demand was to integrate all those channels and potential customer journeys where someone would buy something online and pick it up in the store,” Jaszczyk said. “For example, if you’re buying something that needs batteries, the retailer wants to upsell the batteries. That means that the process need[s] to be integrated. It needs to apply the same business logic to that transaction.The bottom line is that you have to expose retail business logic from the central system into all the different channels.”

Jaszczyk told me that companies using these recommendations are typically seeing a 3 to 5 percent lift in sales. The technology also allows companies to implement dynamic pricing, which can drive a further lift.



About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

Channel: Martech: CommerceMachine Learning & Artificial Intelligence

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Become an Experience-Led Business with an Agile CX Tech Stack
  • Transformational CX: Video-Powered Experiences Meet Consumers’ Demands
  • What Customer Experience Means in 2021
  • 4 Ways to Commodity-Proof Your Company
  • Threat report: How are different industries battling cybercrime?
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.