The team behind Kiddicare has launched a new venture that seeks to bring in-store merchandising opportunities to digital channels.

The platform allows retailers to choose pages on their ecommerce sites that will act as the digital equivalent of in-store merchandising.

The dedicated merchandising areas can be either on the website’s landing page or other pages, mirroring the front window and end-of-aisle promotional space in-store.

Suppliers choose the products they wish to support and can bid for the promotional space in real time.

Kiddicare’s founder Scott Weavers-Wright, former head of digital development Simon Harrow and former head of multichannel Ken Platt have launched Elevaate.

Elevaate chief executive Harrow said: “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.

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

Elevaate is officially launching having previously been in stealth mode. Earlier this month Elevaate jointly won the Pitch Perfect final for start-ups at Retail Week Live 2015.

DigitalBridge and Formisimo were the other winners in a nail-biting vote that resulted in a three-way tie.