User-generated content and social commerce vendor, Bazaarvoice, has acquired Granify, a provider of ecommerce contextualisation solutions, for an undisclosed sum.

Granify's software utilises artificial intelligence (AI) and machine learning to create personalised on-site experiences without relying on personal identifiable information (PII). By combining shopper behavioural data with contextual signals, the software identifies key moments in a shopper's journey, aiming to improve conversion rates.

Granify's solution suite includes features such as social proof, tailored search results, inventory levels, user-generated content, pricing, and customised offers. These tools are designed to provide a more engaging and personalised shopping experience. Granify leverages data science to analyse each shopper's digital body language in order to created tailored and engaging experiences.

Keith Nealon, CEO at Bazaarvoice, emphasised the importance of this acquisition.

"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," he said. "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 customised, 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, said his company was founded on the premise shoppers expect tailored, relevant and engaging shopping experiences.

"By analysing thousands of behavioural 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," he said.

Founded in 2005, Bazaarvoice is headquartered in Austin, Texas, with offices in North America, Europe, and Australia.