LITITZ, PA — Listrak has expanded its e-commerce marketing platform to combine website personalization, visitor identification and conversion tools with its existing email and text-message capabilities, positioning the company to capture more revenue from anonymous online shoppers.
The Lititz-based company’s Experience Builder now allows retailers to manage onsite customer acquisition, personalized website content and cross-channel campaigns through a single platform.
The expansion is intended to reduce retailers’ reliance on separate systems for email, SMS, website pop-ups, behavioral triggers and personalization. Listrak said the platform uses first-party customer data rather than third-party information.
Financial terms and pricing for the expanded service were not disclosed.
The company is targeting a persistent weakness in online retail: Brands spend heavily to attract website traffic but often cannot identify visitors or convert them into customers.
Listrak estimates that about 90% of visitors to retail websites remain anonymous and 96% leave without subscribing or completing a purchase. The company did not provide the source or methodology behind those figures.
Experience Builder uses purchase history, loyalty status, browsing activity and previous channel engagement to determine which content or offers customers receive.
Its artificial intelligence tools can select audiences, generate messages, coordinate campaigns and measure results within parameters established by marketers, according to Listrak.
The product expansion comes as retailers adjust their customer-acquisition strategies to account for artificial intelligence-driven search and shopping tools, which could change how consumers discover and enter e-commerce websites.
“Websites represent the biggest opportunity for list growth and customer acquisition, but most teams aren’t treating them that way,” co-founder and Chief Executive Officer Ross Kramer said.
Listrak has provided email, SMS and other retail marketing technology for 25 years. The expanded platform extends that business further into onsite personalization and conversion-rate optimization as retailers seek to extract more value from existing website traffic.
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