Industry Leading Human + Machine Collaboration and Content Curation Creates Product Discovery Experiences That 8-out-of-10 Shoppers Prefer

AUSTIN, Texas – August 26, 2014 – Edgecase, the platform behind today’s most inspiring shopping experiences, today announced the company’s official launch with the release of its new Adaptive Experience Platform that uses a proprietary combination of machine learning + human content curation to create shopper experiences that feel more natural and inspiring. The solution has been built and refined through collaboration with leading retailers including Crate & Barrel, Urban Decay, Golfsmith, Rebecca Minkoff, Wasserstrom and more. 

The latest version of the Adaptive Experience Platform includes new features elevating the experience to meet shopper expectations, including “More Like This” advanced visual navigation, the unique ability to designate “Nice to Have” attributes along with “Must Have” attributes, as well as near instantaneous re-sorting of product options when the shopper expresses any preference.

“We’ve been incredibly pleased with the results our platform has driven thus far, and we have a bold vision to continue helping retailers create discovery experiences that feel modern, intelligent and relevant to every single shopper,” said Garrett Eastham, CEO, Edgecase. “We’ve heard directly from shoppers that even the best online discovery experiences today simply feel ‘old school’. We’re thankful to be working with innovative retailers to bring a fresh new approach to the market through our latest technology.” 

Edgecase has operated as Compare Metrics since 2012. The new Edgecase name evolved from the company’s expanded vision and platform capabilities, and is inspired by the reality that every shopper is an edge case: an individual with unique needs, desires and thinking. Likewise, the name recognizes both the challenge and opportunity facing retailers to deliver better online experiences that can accommodate the preferences, language and discovery paths of every shopper, transcending the typical “80/20” strategies and garnering a competitive edge.  

On the path to success
The new brand identity for Edgecase reflects its focus on driving value for clients, as well as the company’s recent success. Edgecase has raised $8M in funding from Allegro Ventures, Austin Ventures, Floodgate, Hurt Family Investments and Mack Capital. The company has more than 35 full-time employees, a highly experienced executive team and expects to double the size of its Content Curation team to keep pace with client growth. 


Edgecase is also working with some of the most innovative and respected retailers in the world, and the results speak to the undeniable value the company’s solutions drive for them:

  • Wasserstrom, a U.S.-based restaurant equipment supplier, has reported an almost 4X increase in new product merchandising data with a 186% higher conversion rate and 3% higher average order value than the category average.
  • Urban Decay, the L’Oreal cosmetics brand known for its high-quality products and cutting-edge colors, has reported a 16% higher conversion rate when compared to a control group running simultaneously.
  • Numerous retailers are currently launching the Edgecase Product Discovery solution, including Kate Somerville and LD Products.
  • Continued releases of new capabilities are helping each shopper have a better discovery experience across channels.

Resuscitating the shopping experience
In working with top retail clients, as well as listening directly to shoppers, the Edgecase team has recognized a rapid and meaningful shift in how people want to shop online. The core takeaway has been that shoppers want to take control of their digital experiences, but they still want to be shown options they may not have originally considered or known they wanted. Put simply, they want to be inspired in the same way they are inspired when interacting with a sales associate in the store.

“The Edgecase team identified early on that retaining the human element at the heart of merchandising and the product discovery process would be the key to a more modernized and differentiated shopper experience online,” said Brett Hurt, Bazaarvoice co-founder and former CEO, Coremetrics founder and Edgecase Chairman of the Board. “The value the solution brings to the online buying path has been proven through our case study results, but what I am most excited about is the impact that this net new data and intelligence can drive across the retailer’s entire business.” 

Edgecase will debut its new platform and brand identity at the 2014 Summit, September 29-October 1 in Seattle, WA, booth #2811. If you would like to meet with executives from Edgecase, including Garrett Eastham and Brett Hurt, please send a request to

About Edgecase
Edgecase is the platform behind today’s most inspiring shopping experiences. By allowing shoppers to communicate their unique preferences, context and shopping style, we empower them to discover products on their own terms. Using a proprietary combination of machine learning and human content curation, the Edgecase platform enables shopping experiences as unique as the brands we work with. Our solutions integrate new and evolving layers of merchandising data to fuel product discovery, omni-channel engagement and online experiences that today’s shoppers crave.
Edgecase was founded in 2012 and is based in Austin, Texas. Our team is made up of experts in retail technology, machine learning and natural language processing. Together, we’re committed to creating memorable shopping experiences and propelling what’s next in retail. Forward-thinking retailers using Edgecase include Crate & Barrel, Golfsmith, Kate Somerville, Rebecca Minkoff, Urban Decay and The Wasserstrom Company.