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Startup Edgecase is trying to make the online shopping experience friendlier and smarter — closer, perhaps, to what it’s like to shop with a salesperson who understands your needs and is totally knowledgeable about what’s in stock. The company was previously known as Compare Metrics, but it’s relaunching today with a new name and an upgraded product. Edgecase customers include Crate & Barrel, Wasserstrom, Urban Decay, Golfsmith, Kate Somerville, and Rebecca Minkoff. The company says that it was able to improve conversion rates for makeup retailer Urban Decay by 16 percent.



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