October 9, 2000

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Software Offers Detailed Analysis Of Web-Site Visitors

Buystream upgrade captures extensive customer, product, and revenue information

By Beth Bacheldor

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oes brand matter when it comes to knives? Tabletools.com Inc. didn't think so, until the 1-year-old E-retailer that sells tableware, barware, and cookware started using new analysis and reporting software from Buystream.

Last week, the company unveiled Buystream Merchant 2.0, a new version of software designed to give E-retailers more detailed information about what shoppers are buying.

The upgraded software collects more extensive data about Web site customers, such as what products they look at, what products are put in and removed from a cart, and when the checkout process begins. It captures revenue information such as how much money is made overall, per visit, and per buy, by product and by product line. The software also calculates how much revenue is lost overall from abandoned shopping carts and includes marketing and campaign-management tools.

Buystream Merchant 2.0 also tracks each product a customer looks at and compares that with revenue figures. This new tracking feature helped Tabletools.com better understand how customers shop for knives. With more detailed information, "we can determine if we are putting the right products in or if we are putting enough information in about the products," company president Patrick Aiache says.

Tabletools.com had always sold knives in categories based on type, such as paring knives. By analyzing data collected using Buystream Merchant, Tabletools.com learned customers search for and focus on the brand of a knife before they look for a type of knife. "Now we know what is happening within our store," Aiache says.

Buystream Merchant 2.0 is available now. It's priced starting at $125,000.

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