Internet search technologist, Inktomi has acquired Impulse Buy Network to boost its shopping engine in a stock swap deal worth $112 million.
Impulse Buy Network develops software to enable manufacturers or merchants to create incentive programmes, such as special offers, and display them within portals, or pages featuring topics related to the items on sale.
The idea is to advertise their products in such a way as to entice customers to buy on impulse, rather like items displayed at the end of supermarket checkouts, explained an Inktomi spokesperson.
"Getting shoppers to push the 'buy' button will require a range of robust promotion and merchandising tools. With the acquisition of Impulse Buy, Inktomi will enable merchants to customise, cross market and up sell their products," said David Peterschmidt, Inktomi chief executive.
Inktomi currently runs 20 shopping portals - including Geocities - featuring 350 merchandisers and two million products. Impulse Buy would enable these merchandisers to set up special promotions and displays these around portals.
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