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conductivConductiv, a Bothell mobile commerce startup which boldly says that it is setting out to “change the face of retail,” has raised $9.8 million of a $16.5 million round, according to a SEC filing.

A spokesperson for Conductiv declined to comment on the financing.

The company is led by Robert Loughan, who previously served as CEO of mobile software company Dexterra. Before that, he co-founded and served as senior vice president of worldwide sales and operations for Octane Software, which sold to Epiphany for $3.2 billion in 2001 at the apex of the dot-com bubble.  The company’s vice chairman is Bob Daughton, who leads the New York retail consultancy Daughton Interests.

David Shoup and Rob O’Farrell, both of whom previously worked in executive roles at Dexterra, also are involved.

So, what’s Conductiv up to? The company, founded in 2011 and with operations in Seattle, New York and LA, says on its Web site that the team is developing technologies that help retailers with mobile, customer relationship management and supply chain optimization.

Instead of jumping on the bandwagon for each of these business advancements, our team members were there from the beginning. Now we are turning our guns on the retail industry to deliver a product that is built from the ground up to be a low cost, easy to deploy, out of the box solution that takes every advantage of today’s technological advances in cloud and mobile computing to name a few.

Robert Loughan

The goal of Conductiv is to bring suppliers, brands and retailers together under one system, boosting sales margins and customer satisfaction. It also makes mobile apps for retailers, focusing on brick-and-mortar locations by helping sales reps on the floor sell goods that aren’t in stock. Customers and partners include Wrangler, Hurley, Vans, Sandal Factory and others.

“Acknowledging the threats of Amazon and other online e-tailers, retailers and their suppliers know that the best way to improve their sales, margins, and in-store experience is to lock arms and collaborate,” said Conductive CEO Robert Loughan in a recent press release.

In once recent example, Conductiv said that its back-end technology helped retailer Justin Boots sell more than 1,000 pairs of boots in 10 hours at a pop-up shop at the shareholder meeting of Berkshire Hathaway.

The company also is helping retailer Baskins Western & Work Wear increase sales by connecting with other western wear brands, as can be seen in this promotional video.

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