Needle Wins Adorama

Salt Lake City-based e-commerce software developer Needle said today that it has signed on camera and film equipment retailer Adorama as a client. Needle--which is venture backed by Rembrandt Venture Partners and Shasta Ventures--said that Adorama is using the firm's service to recruit fans and product experts on the site as online salespeople. Needle calls its service "Fansourcing", and is using its process to help customer make purchase decisions when shopping on retailer websites. Financial details of the win were not announced. Needle said its clients now include such companies as Under Armour, Coach, Skullcandy, Astro Gaming, Urban Outfitters, Norton, and Timex.