Blue Martini Moves CRM Offline

Blue Martini Software Inc. is hoping to apply lessons learned from online retail to the offline world with its new product announced on Monday.

Blue Martini Software Inc. is hoping to apply lessons learned from online retail to the offline world with its new product announced on Monday.

Blue Martini Retail extends retail personalization and customer service technology beyond the Web channel to point-of-sale and signature-capture devices at the checkout counters of retail stores, as well as self-service kiosks and wireless devices, Blue Martini officials said.

The suite includes Blue Martinis Customer Engine technology, which segments and scores customers based on data collected from all channels, then presents real-time offers and information targeted to each shopper.

There are nine application modules built off this platform, running the gamut from gift registry and loyalty programs, to real-time offers and cross-marketing opportunities, market research, inventory visibility, marketing campaign management, customer service and e-commerce.

"The same technologies behind e-commerce will let retailers differentiate themselves in the physical store with that same kind of personalized marketing and service," Monte Zweben, chairman and CEO of Blue Martini Software, said in a statement. "To be effective, any CRM [customer relationship management] application, from gift registries to loyalty programs, must provide a consistent experience across all channels."

Blue Martini, of San Mateo, Calif., is following in the path of Web personalization pioneer NetPerceptions Inc., which has similarly extended its technology to offline retail.

Blue Martini Retail will ship this month with prices starting at $85,000 per CPU.