eBay Enterprise and Innotrac rebrand as omnichannel platform provider Radial

eBay Enterprise and Innotrac rebrand as omnichannel platform provider Radial
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at liz@techforge.pub.

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eBay Enterprise and Innotrac have rebranded as Radial, a new omnichannel commerce technology and operations provider. The move comes after private equity firm Sterling Partners bought Innotrac Corporation in 2014 and led a consortium of buyers to acquire eBay Enterprise, in November 2015.

Using the Radial global commerce platform as a service retailers are able to manage cost and improve profitability for the entire order lifecycle, claims the company. The technology and operations integrate with any mobile app, web store or purchase point to improve how customers’ online orders are fulfilled. The platform also enables the management of orders and inventory across distribution centres and suppliers.

“Despite allocating significant resources to omnichannel, many retailers have not evolved fast enough to keep pace with their customers’ demands and expectations,” said Tobias Hartmann, president of Radial. “Radial empowers brands to take down the ‘walls’ between their physical and digital stores, giving them an advantage to acquiring and retaining customers by delivering the type of personalised experiences that keep them coming back for more.”

The company is based in King of Prussia, Pensylvannia, and operates more 24 distribition centres and six call centres in the United States, Canada and Europe It employs more than 7,000 people globally. Customers include Designer Shoe Warehouse, GameStop, Shoe Carnival and Destination XL. 

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