Brooke Eichhorn joins Behamics to lead APAC partnerships

Behamics has appointed Brooke Eichhorn, a former eBay executive, as its new lead for commercial partnerships in Australia and the Asia-Pacific region.

Brooke Eichhorn brings with her a wealth of experience from a 12-year career at eBay, where she held pivotal roles including Head of Fashion, Luxury & Authentication and Head of Retail Marketing. Her new role at Behamics will involve expanding the company's presence and building commercial partnerships in the Australian and APAC markets. She will be working alongside Sonia Friedrich, a noted behavioural science expert.

Dr. Thilo Pfrang, CEO and Co-Founder of Behamics, highlighted the strategic importance of Brooke's appointment. "Brooke's appointment is key to building on the momentum we've achieved for brands globally," said Dr. Pfrang. "Her ecommerce and marketplace experience, combined with our team of scientists and AI developers, gives Australian retailers an edge as they face growing global competition."

Founded in 2019 as a spin-off from the University of St. Gallen in Switzerland, Behamics has established trust with over 50 brands worldwide, boasting partnerships with notables such as Nespresso, Volvo, and Esprit. The company's interventions reportedly result in a 12% average increase in net revenue for retailers, alongside a 3% reduction in return rates.

Brooke Eichhorn expressed her enthusiasm about joining Behamics, citing the company's commitment to sustainability and innovation in ecommerce practices. "I was drawn to Behamics because of their foundations in reducing returns and fashion waste, aligning with my background in sustainable fashion," Eichhorn stated. "As I looked more closely at their approach, I discovered a robust scientific platform that addresses a wide range of ecommerce challenges. Their use of causal AI —the only technology that can reason and make decisions like humans—makes sense of the complex dynamics behind purchasing behaviour. It's like having a robot scientist working 24/7 on your site. It prevents cart abandonment, over ordering and the need for costly retargeting."

Behamics offers various solutions such as "Nudge", which utilises over 500 heuristics and behavioural biases to provide personalised recommendations during live sessions, "Diagnostic", which identifies revenue losses due to technical and UX issues using causal AI, and "Organic", an optimisation tool for enhancing site rankings.

Sonia Friedrich, the Global Strategic Partner at Behamics, noted the positive reception in the Australian market: "The early traction in Australia has been very promising, with brands using Nudge seeing up to 16% increase in conversion rates in the last 30 days and brands using Diagnostic identifying 10% in potential revenue losses over 6 months." She further stated, "Brooke joining Behamics is pivotal to online retailers accessing these innovative solutions."

The development comes as Behamics continues its collaboration with prestigious academic institutions, including MIT, maintaining a focus on experimentation and continuous testing to drive results. Dr. Thilo Pfrang continues to actively lecture at institutions such as the University of St. Gallen, Frankfurt School of Finance & Management, and Zurich University of Applied Science, ensuring that the company remains at the forefront of integrating behavioural science with ecommerce solutions.