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News Release adopts eCommera's DynamicAction to drive profits during crucial Christmas season
Released: 14th November 2013
Publisher: Fieldworks Marketing

Omni-channel retailer able to buck the holiday technology freeze trend with the application’s rapid deployment and turnkey implementation

November 13, 2013, London, UK— As shoppers get ready to buy Duck Dynasty wall calendars for their dads and Disney Princess puzzles for their stocking fillers, they turn to With more than 80 percent of the world’s largest calendar retailer’s business occurring between November and January, they wouldn’t be blamed if they bowed to the now antiquated retail mantra: Don’t touch the site’s technology during the holidays.

However, with an eye on innovation and a goal of increasing profits during this key 2013 Christmas holiday season, has entered into an agreement with eCommera to utilise DynamicAction, a SaaS application that collects, integrates and analyses thousands of data sources to provide daily actionable insights and recommended business changes. The software, which does not touch the site code or strain IT resources, is being implemented for a mid-November launch to help understand and take action on vital profit drivers across marketing, merchandising, operations and finance.

“Our business must operate at a rapid velocity and have laser-focus during the holidays. Our marketing efforts, inventory controls, sales trending and merchandising efforts are critical to our annual success,” said Paul Hoffman, chief executive officer of “When we realised that DynamicAction would allow us to not only see how each of these operational areas was performing and thus affecting one another, but would also detail the exact actions to take to make the business more profitable - we knew that DynamicAction is critical technology that can positively affect our holiday season.”

“The truth is, omni-channel retail is increasingly complex. With an upcoming holiday season that is expected to produce $602 billion* in sales, retailers cannot rely on disparate data and gut instincts to make critical business decisions,” said John Squire, president of eCommera North America. “When we map together all of the data sources of industry-leading retailers, like, to show them which actions are the most profitable, brands are able to make faster and more data-educated decisions, which elevates their entire business.”

Integrating all of’s data points – ranging from third-party email and search data to their own sales and returns data – occurs through the SaaS application, which does not require pixels to be placed or site code to be affected in any way. Furthermore, eCommera’s Decision Science Practice Manager ensures the team does not have to hire or allocate resources to run the DynamicAction software day-to-day, and actually frees up team members’ time to focus on making profit during the holiday season.

“Even before we implemented, the Practice Manager offered keen insights and data-driven advice regarding areas of potential improvement across our channels,” said Hoffman. “Rather than distract our team by learning a new software during this critical time, we essentially gained new team members. The Practice Manager has years of retail-side and technology experience and can help guide our team in enacting the improvements that DynamicAction recommends to drive profit.” will use DynamicAction to analyse and cohesively make decisions on their multitude of data points, specifically looking to the software for recommendations on actions such as:

  • Inventory decisions during key holiday season: search sorts, category sorts and connecting the dots between marketing and merchandising decisions
  • Effectively cross-merchandising more than 6,500 calendars with over 9,000 puzzles, games, gifts and books
  • Promoting and merchandising their growing personalisation business
  • Gaining insight on specific product sales trends
  • Aligning their email marketing data with patterns and trends in their other marketing channels
  • Creating a decision framework around customer data, including order frequency, return history, and on-time delivery performance joins a growing list of retailers joining the Decision Intelligence Revolution by employing eCommera’s DynamicAction, including Sur La Table, Brooks Brothers, T.M.Lewin, REVOLVE Clothing, Jaeger and Matches Fashion.

About eCommera DynamicAction™:
DynamicAction from eCommera helps forward-looking retailers and brands drive every last dollar of profit from their ecommerce businesses. This first-of-its-kind Decision Intelligent Commerce application analyses data relationships across a retailer’s organisation. Unlike any reporting or analytics tool to date, DynamicAction pinpoints what’s impacting profit, recommends specific actions to take, and ranks by potential profit to help prioritize.

We believe that the retailers who will drive the industry forward are those armed with decision intelligence.  No more reports.  No more siloed thinking – just the confidence to take the right action with the highest economic impact to the business.

eCommera has dual headquarters in Redwood City, California and London.  Find out how the leaders in retail are revolutionising their omni-channel businesses at, @eCommera and

About offers the best selection of calendars online, with more than 6,500 titles available across popular categories including sports, travel, art, pets and entertainment. The site also offers nearly 2,000 games, 2,500 puzzles, and thousands of books and gifts. Started in 1999, is a division of Calendar Holdings LLC, which operates more than 1,500 calendar retail stores in malls throughout the US and around the world.


Further Information

Fieldworks Marketing
Nicole Muller
Junior PR & Marketing Executive
Tel: +44 (0)845 034 5602

Further information (external website)

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Published by: IT Analysis Communications Ltd.
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