Embrace began life as AuManil and offered mobile gaming apps a way to target the “whales” (e.g. people who spend lots of money) and help developers increase the loyalty of those users through data analysis (we covered the company back in 2012 during another demo day). Today, however, the startup seems to have evolved into something much more by ditching the focus on games and concentrating instead on retail locations. “In the online world, retailers use software to engage with customers because it’s easier,” said founder Bart Bohn, adding that this doesn’t exactly create the kind of impact that forges return customers.
“10 percent of shoppers will spend 50 percent of revenues for some businesses, [but] Very few actually need help with something,” Bohn said, based on what he’s seen from testing the technology. I wonder how many businesses truly think of driving business in these terms when it comes to online retail sales. It’s pretty easy to do if you’re the only one sitting behind the register all day. When you can’t see the register, the data provided by Embrace’s platform seems invaluable.
The company said it plans to launch a beta version in January with a handful of partners.