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StellaService is acquiring ICC Decision Services, a designer of in-store customer experience management programs, for an undisclosed amount. The deal brings StellaService’s existing customer service performance programs in-store for the first time.

ICC, based in Wayne, New Jersey, provides customer research and customer experience programs that help major brands improve the in-store customer experience, and consequently revenue growth. ICC’s services include mystery shopping, customer satisfaction surveys, data collection, and performance strategy improvement. As a part of the deal, ICC CEO David Rich will join the combined company’s management team as global head of Stella Metrics. Stella Metrics is StellaService’s software that provides clients with service and operational insights to improve front-end performance. Rich says the “the in-store environment is ripe for this same level of disruption, which is what makes this combination so exciting.”

New York City-based StellaService, an e-commerce customer experience management company, will now offer a new product that will help improve operational performance and drive team engagement for the combined company’s digital and in-store clients. Among StellaService’s clients are: Nike Inc. (NYSE: NKE), Barnes & Noble Inc. (NYSE: BKS), H&M (SWX: HMB), David Yurman, Hotel Tonight, and Travelzoo Inc. (Nasdaq: TZOO).

This deal further cements that retail companies have shifted their focus on e-commerce as store fronts have struggled to keep their doors open recently. Companies such as American Apparel, Abercrombie & Fitch Co. (NYSE: AEO), Sports Authority and Wet Seal have been struggling, closing stores and selling assets. Others have been making deals to boost their online presence. For example, fashion retailer Ashley Stewart Inc. received a new majority investment from Invus Group LLC as the company shifted its focus to e-commerce, and footwear retailer DSW Inc. (NYSE: DSW) agreed to purchase Ebuys Inc. to expand into online and international markets.

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