What is CROWNPEAK ATTRAQT: FREDHOPPER AND XO?
Crownpeak is a leading platform that helps brands and retailers create exceptional online shopping experiences by combining AI with human expertise.
TABLE OF CONTENTS
What is Attraqt?
Before its acquisition by Crownpeak, Attraqt was a leading platform that helped brands and retailers create exceptional online shopping experiences by combining AI with human expertise. The platform offered a headless suite of API-enabled, algorithm-driven services for search, navigation, merchandising, recommendations, and internationalization. Jonah Paransky, CEO of Crownpeak, said in a statement:
“As we serve global leaders in B2C and B2B e-commerce, this acquisition broadens our business to add world-class shopper discovery experiences for consumers and businesses within Crownpeak's enterprise-grade DXP platform”.
This acquisition was hugely fueled by a need to improve customers' online experience, especially in e-commerce, which is often met with constant evolution and digital transformation.
Attraqt, although no longer a stand-alone company, specializes in providing onsite search, online merchandising, and e-commerce personalization services. In 2003, the company was formerly known as Locayta and was rebranded in 2014 as what we know today as Attraqt.
The Attraqt platform, particularly the Fredhopper Discovery platform, is recognized as a leading enterprise solution for AI search, merchandising, and personalization. Some of its interesting features include:
Powerful search capabilities
Navigation and Filtering
Categories Management
Brand Content Integration
Product Recommendations and more
Attraqt, Fredhopper, Experience Orchestra (XO), & Aleph Search: The Relationship
The relationship between Attraqt, Fredhopper, XO, and Aleph Search involves a series of acquisitions and integrations that have significantly shaped Crownpeak’s services. Attraqt acquired Fredhopper in 2017. Fredhopper was a cloud-based provider of onsite search, navigation, recommendation, and visual merchandising solutions. The acquisition was seen as a transformational move for Attraqt and was valued at £25 million, funded through a combination of firm placing and an open offer.
This acquisition helped bring together each unique strength and proposition to improve customer experiences. While Attraqt was particularly strong in intuitive administration, AB testing, and reporting, Fredhopper had expertise in advanced personalization capabilities coupled with quite a robust cloud delivery platform.
XO, on the other hand, was acquired in 2019 as part of Attraqts' "Early Birds" purchase. XO is a cloud-native personalization and recommendation platform that helps optimize and personalize the end-to-end product discovery process.
Aleph Search was acquired in 2020 after a six-month partnership deal with Attraqt. It is a leading, modern AI-powered search tool that supports text, voice, and visual search capabilities.
Who uses Attraqt?
The top 6 market segments for Attraqt are fashion & footwear, home, Garden and living, sports & recreation, brand stores, electronics, and others. Large companies like Unilever, Tommy Hilfiger, and BOSCH use Attraqt.
Let’s look at some of the case studies of happy customers of Attraqt:
Superdry: Superdry is a large British clothing company. Crownpeak (Attraqt) came to the rescue by improving Superdry’s search using self-learning algorithms. As such, Superdry experienced a 35% increase in conversion rate. See the case study here.
Harvey Nichols: Harvey Nichols is a British luxury department store chain. The luxury brand needed help with personalization and customer retention. Crownpeak (Attraqt) improved its personalization, resulting in an outstanding 52% increase in conversions. See the case study here.
Why is Crownpeak (Attraqt) a good choice for e-commerce businesses?
Here are some of the benefits of Crownpeak Attraqt:
Product Discovery
Smart Search: Attraqt’s smart search utilizes NLP, search algorithms, and synonyms to predict and provide better search results. Attraqt also does a great job in allowing businesses to easily add smart searchandising strategies into their online store. This could mean modifying search results, promoting or hiding products, promoting higher-margin products, and more.
Enterprise Search and Merchandising: Attraqt has impressive merchandising capabilities like search optimization and advanced smart visual merchandising–then it also has great search features such as spell correction, synonyms, search relevance algorithms, and redirects.
Personalized Customer Journeys
AI-powered personalization: Personalization is a huge part of e-commerce. Customers would rather shop at an e-commerce store with properly planned personalization strategies and implementations than those without them.
Attraqt uses AI and machine learning (ML) to personalize the customer buying journey. This includes tailoring product recommendations, content, and promotions based on individual browsing behavior and purchase history.
Dynamic Content Assembly: I like that the platform allows you to create dynamic content sections that automatically adjust based on user demographics, location, etc. This ensures that every visitor sees the most relevant information and offers.
Great A/B testing and optimization Capabilities: Attraqt provides powerful out-of-the-box A/B testing tools to experiment with different website elements, layouts, and messaging. This is a huge selling point and competitive advantage for Attraqt.
Commerce Integration and Omnichannel support
Native e-commerce connectors: One cool thing about Attraqt is its seamless interaction with major e-commerce platforms like Shopify, Magento, and BigCommerce.
Omnichannel commerce support: The platform offers a unified commerce experience across all sales channels, including your website and mobile app. This allows customers to start a purchase on one channel and complete it on another.
Multilingual search capabilities: Attraqt provides multilingual search capabilities that allow anyone worldwide to find whatever product they want seamlessly.
E-commerce Features of Attraqt
Let’s look into Attraqt's features and capabilities.
Fredhopper
Earlier in the article, we mentioned Fredhopper acquisition by Attraqt, labeled as a “transformational” move. It will be impossible to talk about the features of Attraqt without mentioning Fredhopper. What, then, are Fredhopper's core features?
Product Recommendations and Merchandising: Fredhopper, as a platform, takes product recommendations and merchandising seriously. This includes 1:1 personalization and segment-based recommendations.
Semantic Search: Fredopper’s semantic search feature uses NLP and ML to offer personalized search experiences for users. For instance, it can tell the meaning of individual words and phrases, the relationships between words, the context of a query (product category, brand, preference), the intent of the shopper, and more. It could even understand synonyms and misspellings.
Advanced Visual Search: Fredhopper also allows customers to search for specific products by uploading an image of that product or its lookalike. Fredhopper then uses AI and ML to understand the specifics of the image and returns correct results based on that image.
Data Analytics and Customer Insights: Marketers can revise eCommerce merchandising plans based on various data points, such as customer location, season, and browsing/buying behaviors, all on Attraqt.
Brand Content Integration: Recognizing that a shopping experience isn't just about products, the team at Fredhopper built features for integrating engaging content. This includes content search, banners, promotions, and specific product campaigns.
Category Management: Product categories in Fredhopper are managed using a mix of data-driven automation and human curation. This control over product categories allows for more efficient organization and presentation of products.
Navigation and Filtering: To help customers refine and filter their search results effectively, Fredhopper offers highly configurable faceted navigation. This feature helps customers navigate through products without feeling overwhelmed. For example, if a customer searches for “Jackets,” facets such as the brand, size, color, etc., are displayed on the side of the page. Customers can now select these facets, and the search result automatically updates until they are satisfied.
Results Modification: Fredhopper makes it easy for e-commerce merchants to manually adjust the order of search results based on specific criteria, such as popularity, profitability, or margin.
Internationalization: Fredhopper supports displaying product information and search results in multiple languages based on user location and preference.
Experience Orchestrator (XO)
XO, Attraqts next important acquisition. Let’s take a look at some of its features:
Recommendation Widgets: The platform includes a feature for creating and configuring recommendation widgets. These widgets can be integrated into e-commerce platforms to display personalized product recommendations to users.
Data Handling and Tag Management: A significant feature of XO is its ability to manipulate and improve data quality. This is usually done through tags–which can be assigned automatically, based on rules, or manually.
Chrome Extension: Fredopper XO has a Chrome extension, which is easy to install locally on your browser for easy accessibility. The aim of the Chrome extension is to help you understand and manage your recommendation rules. Please refer to the official Attraqt docs to learn more.
Algorithms Library: Embedded in XO is a collection of sophisticated computational algorithms designed to improve the efficiency of search functionalities.
Note: What we have covered in this article concerning search personalization, customization, product recommendations, and more is mostly fuelled by Attraqts' advanced algorithms library.
Support
Since Attraqt is now Crownpeak product discovery, we will analyze support based on Crownpeak support. Based on user reviews, Crownpeak product discovery offers great support and is oftentimes quick to respond to queries. Many platforms struggle with this, but it is done effortlessly at Crownpeak.
There is also a dedicated “Crownpeak Support Portal” page for submitting queries and requests. The resource library is also there for readers to get themselves more familiar with trends and knowledge associated with their industry.
Pricing
Attraqt comes with a free trial and adopts a “per features,” which means pricing is specifically tailored, and you don't need to pay for unnecessary features. To get a tailored pricing structure for your business, you have to contact Crownpeak support.
WHAT DO USERS SAY?
Conclusion
Crownpeak's acquisition of Attraqt has significantly boosted its capabilities in delivering top-tier e-commerce experiences. The integration of Fredhopper and XO into the Crownpeak Product Discovery platform also offers powerful AI-driven search, personalized merchandising, and advanced analytics, making it a formidable tool for enterprises looking to elevate their online presence.
For businesses aiming to optimize their e-commerce strategies, partnering with Crownpeak is a huge step toward accessing cutting-edge technology and expert support, driving higher conversion rates, and improved customer satisfaction.
To learn more about implementing these solutions, reach out to us.
COMPARE CROWNPEAK ATTRAQT: FREDHOPPER AND XO WITH
