Made With Intent has recently completed a £1.5 million funding round to advance the development of their groundbreaking segmentation platform, focusing on placing customer intent at the core of eCommerce interactions. The funding initiative was led by Mercuri, supported by Portfolio Ventures and Haatch, enhancing the company’s capabilities in product, marketing, and partnerships.
David Mannheim, the visionary behind Made With Intent, after 15 years in the eCommerce industry, identified a pivotal shortcoming in prevailing retail strategies. He shared his insight, stating, “The current measures of success are the problem. Metrics like conversion rate, and therefore the actions retailers take to improve them, are short-term, retrospective and aggregated. This creates a race to the bottom. A numbers game that forgets how people really buy.”
The company’s innovative platform offers retailers enhanced insights into website performance and a predictive targeting mechanism that adjusts to real-time customer needs, showing a 9.4% average uplift in revenue compared to traditional optimization strategies.
Highlighting the flaws in typical eCommerce tactics, David noted, “eCommerce is often guilty of trying to convert all customers at all times. It focuses on the minority who are ready to buy, at the expense of those who are not. Our product helps retailers be appropriate for every customer. To progress both in-market and future buyers.”
Clients like Ernest Jones, Bensons for Beds, and Rapha have already implemented the Beta version of the platform, significantly realigning their sales strategies to match actual consumer buying behaviours. Nik Fletcher from Rapha described the platform’s effectiveness: “the closest we can get to understanding subconscious visitor signals, like we can in a physical store.”
The technology underlying the platform analyses over 250 signals from online shoppers, providing real-time predictive intent metrics that facilitate automatic segmentation of visitors based on their engagement and buying potential.
Furthermore, the platform’s compatibility with over 40 marketing tools enables eCommerce teams to seamlessly enhance the shopping experience.
Alan Hudson of Mercuri praised the strategic vision of Made With Intent: “Made With Intent has embraced first-principle thinking and a decade of insights to shake up the vast eCommerce market,” he remarked. “It empowers online commerce, making it more personal and focused on the quality of prospective customers. The product roadmap excites us and, importantly, those using it.”
David Mannheim underscored the broader vision of the initiative: “Made With Intent is about more than a platform. It’s about a movement to create a more personal, human eCommerce. This investment brings us closer to fulfilling our mission.”
