Former Kiddicare.com executives Scott Weavers-Wright, Simon Harrow, and Ken Platt are behind a new start-up that aims to help retailers use traditional in-store merchandising practices on digital platforms.

The team says its new Elevaate platform, which is already being utilised by frozen food supermarket group Iceland, allows retailers and their selected suppliers to easily promote and showcase products without making complex changes to their underlying eCommerce infrastructure.

Businesses can choose specific pages of their own websites where Elevaate can create an additional merchandising opportunity; this can range from the front page or further in, which the tech start-up says mirrors both the front window and end-aisle promotional space in store.

Suppliers choose the products they want to support and bid for the promotional space, in real-time.

Elevaate CEO Harrow said retailers are "not maximising what they can achieve digitally", and suggested that his new solution gives businesses operating in the sector an opportunity to better leverage their digital channels to bring value to their organisations. 

Harrow, who left his role as head of digital development at Morrisons last summer following the supermarket group's decision to sell the Kiddicare business, commented: "Elevaate offers a scalable solution to a real and significant problem.

"We have built a solution that finally gives commercial and trading teams the capability to replicate impactful and proven offline practices across all their digital retail channels."

He added: "The opportunity here is sizable. A conservative estimate would put the potential market at around £2.3 billion in the UK alone and we are already working with retailers across three continents."

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