NCR Corporation, a global technology company, has launched the NCR Enterprise Preference Manager, a new consumer preference management solution.

Officials with NCR Corporation said that the software enables retailers to provide an online portal through their website for customers to manage their shopping experience based upon their declared preferences and presence in a retailer’s channels.

Company officials said that the NCR Enterprise Preference Manager features learning technology that automatically adapts to a consumer’s shopping history. It also rapidly integrates with a retailer’s existing loyalty or Customer Relationship Management (CRM) software, including the NCR Advanced Marketing Solution, extending the functionality of existing business software and safeguarding technology investments.

“Preference management puts consumers in control. Those retailers who offer a converged experience across channels are able to remove silos between physical and digital retailing. They can then deliver the relevant and personalized offers that consumers want,” said Mike Webster, vice president and general manager of NCR’s retail and hospitality line of business, in a statement.

Webster said that NCR is helping forward-looking retailers change how they engage in conversations with, and create experiences alongside, shoppers, enabling them to build enduring relationships with consumers.

“Shoppers are increasingly reliant on new technologies, such as smart phones, or recommendations from their social networks,” said Paula Rosenblum, managing partner of Retail Systems Research.

Rosenblum said that it is vital that retailers enable these consumers to shop seamlessly across channels, according to their preferences, in order to gain the privilege of their loyalty and see tangible return on investment from marketing programs.

According to company officials, the Enterprise Preference Manager is part of the NCR c-tailing solutions, a set of software and services that enable retailers to offer consumers greater personalization and consistency across channels, such as the Internet, mobile devices, social media and in the store.