Leading platform for full-funnel authentic user-generated content (UGC) and social commerce, Bazaarvoice has acquired leading e-commerce contextualization solution, Granify.

The acquisition demonstrates Bazaarvoice’s commitment to investing in leading-edge technology to supercharge e-commerce engines to deliver seamless shopper experiences and accelerate revenue lift.

By avoiding personal identifiable information (PII) and using advanced AI and machine learning technology, Granify’s contextualization software overcomes barriers to creating tailored on-site experiences, combining in-session shopper behavioral data with contextual signals to identify key moments in shopper journeys to drive better conversion.

Granify enhances the shopping experience with elements like social proof, tailored search results, inventory levels, UGC, pricing, and customised offers, timed within the consumer’s journey. When combined with Bazaarvoice’s product and UGC data, retailers and brands can create highly tailored shopping experiences within one platform.

Bazaarvoice CEO, Keith Nealon said, “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 behavior is used. At Bazaarvoice, we’ve focused on connecting shoppers to the information they truly want and need at the right time.

“Our brand and retail customers are increasingly looking for more ways to differentiate by delivering customized, relevant and engaging experiences to consumers. This acquisition allows them to do just that, within one single full-funnel content solution. Our investment in Granify underscores our commitment to be at the forefront of e-commerce shopping experiences.”

Granify CEO, Jeff Lawrence added, “Granify was founded on the premise that shoppers expect tailored, relevant and engaging shopping experiences. By analysing thousands of behavioral and contextual data points for every shopping session, 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 are able to 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 to convert.”