GSI Commerce, a company that powers e-commerce platforms for major brands, recently made headline with the acquisition of Retail Convergence, which operates RueLaLa.com, a private sale site and SmartBargains.com, an off-price e-commerce marketplace, in a deal valued as high as $350 million. GSI is now rebranding its digital marketing agency that caters to fashion and retail brands, formerly known as gsi interactive, to TrueAction.

TrueAction’s new brand identity is focused on helping retail brands turn the transaction experience into a revenue builder for e-commerce platforms. TrueAction is launching Usability Lab, a marketing tool that utilizes a live focus group where real consumers can provide detailed feedback on aspects including digital marketing, design, and functionality. The agency is also focusing on creating technologies for brands to help deepen relationships with consumers. This includes mobile apps, store locators, catalog services, and customer service integration.

GSI also acquired outside marketing firms Silverlign Group and Pepperjam this year. Clients include NFL, NHL, MLB and Toys ‘R Us