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Unified customer experience (CX) platform Emplifi has bought video-powered live commerce platform Go Instore for an undisclosed sum.

Based in London, Go Instore uses high-definition live video to connect online customers with in-store product experts for a more immersive shopping experience.

The acquisition will allow Emplifi to provide brands with a new channel for engaging with and serving customers.

Companies can use the live video platform to offer various personalised services, including sessions ​​with virtual stylists, fashion consultants, product experts or salespeople, to their customers.

They can also host one-to-many streamed video events through social platforms for product launches, seasonal campaigns and other uses.

Emplifi CEO Mark Zablan said: “We are thrilled to welcome Go Instore into the Emplifi family with their outstanding people, platform, culture and fantastic customers.

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“This acquisition marks another important milestone on our journey towards being the CX platform of choice for brands who want to give their customers great experiences at every touchpoint on their journey.

“We’re excited to start helping brands connect and convert consumers more quickly and directly through the power of livestream video and social media.”

Go Instore has more than 60 employees and serves more than 100 major brands, including Currys, Marks and Spencer, Pandora, Signet Jewelers, Samsung and HP.

Last year, the platform expanded its operations into the US driven by demand for its technology from several retailers in the region.

Go Instore co-founder André Hordagoda said: “We are incredibly excited to join forces with Emplifi to deliver even more powerful shopping experiences across our client’s websites and social channels.”

Multinational fashion chain Primark recently partnered with experience improvement (XI) solutions provider InMoment to improve its CX operations.

The retailer will use InMoment’s platform to get better insights into customer behaviour, with the aim of improving its customer experience, loyalty and customer retention.