StartUp Hopes To Crack eCommerce Conversion Problem

Online-customer retention start-up Windsor Circle said Tuesday that it has closed $5.25 million in a second round of institutional funding, VentureBeat reported.

Comcast Ventures led the round, with existing investors Idea fund Partners and Triangle Angel Partners participating as well. AOL founder Steve Case also invested $100,000 in the round. The company, based in Durham, N.C., previously raised about $3 million in funding.

Windsor Circle said it will use the new funding to grow its team, improve its technology, increase its marketing efforts and build its customer base. The company already has almost 200 retailers as customers, including Bonobos, Case-Mate, CafePress Services, SurfStitch, and Spangler Candy.

The company’s marketing technology connects up data from a retailer’s e-commerce site, email marketing and other sources; analyzes customer shopping history and behavior; and automates loyalty, cart recovery, product recommendations, and other campaigns. Windsor Circle said its customers report an average 18-fold return on investment, a 20 percent year-over-year increase in revenue from repeat shoppers, 57 percent open rates, and 12 percent click rates from using its tools.