Technology posts

Is artificial intelligence in Ecommerce industry a game changer?

Shopping behaviors changed nowadays. Customers tend to visit online shops more often instead of visiting brick-and-mortar shops. They only need to sit at home and spend a few seconds to load the products on the Internet. Artificial Intelligence, which verifies its values in different industries, including healthcare and finance, is now transforming E-commerce. As an E-commerce business owner, there are three things you should know how A.I helps you.

A new way of searching capability

Time to say bye to text search! Most of the time, searching results are the determinant of whether the customers will continuous clicking or leaving. It is quite difficult to describe the products only by words. Images can actually explain more details. So, how about letting customers to search by images? Deep learning is integrating into the E-commerce business and improving the searching capability. You can customize your search engine based on your target audience’s needs. There is a new way of search called VISUAL SEARCH, also as Similar Image Search!Visual search capability allows customers to upload the product images and find the same or similar products. For example, a man can take a photo of the shoes he likes and upload it to the E-Commerce search site. By using the A.I. computer vision technology, it analyzes the image pattern, color, and style. Hence, it will suggest similar or the same products to customers. People only need to use your apps/websites and they can buy what they saw just now. This convenient your customers.


Personalized online shopping experience

A.I. is useful for identifying images, analyzing information, predicting trends and even giving recommendations. Some large E-Commerce sites like Amazon and Taobao are using the recommendation system to provide personalized services. Probably your E-Commerce business shop can increase customer loyalty by providing proper recommendations. However, it is very subtle to do this since it involves the analysis of tons of information. Traditional recommendation system uses the records from one channel or sales data history from the brick-and-mortar store. Merely, it is a limited and incomprehensive way because it is only based on unidirectional data.

A.I. now acts as a collaborative filtering to gather different useful information. The new recommendation system will generate results based on customer search histories, recent view records, new trends and even best sales. Your E-Commerce website or apps can provide relevant recommendations to customers and enhance their satisfaction. Thus, you can build long-term value-added relationship with them. So, What are you waiting for?


Assortment intelligence

A.I. can help you staying on the top among your competitors by monitoring sales and price. Assortment intelligence is one of the platforms to analyze your competitors and show you how they manage their products. You will know how you can stand out in terms of price, categories, and product types. Other than that, you can better manage your inventories and plan strategies for larger market share.

For example, you can discover which products are available in the market but not in your stores. Or even what types of products are overlapping with your store’s products. In this way, you can differentiate your store from the others. Besides, you will be able to know the product price over the entire product lifetime. Are you late to introduce this product or mark an unusual high price? This intelligent system answers your questions! NOW! Be ready to make your E-Commerce store more comprehensive!

 Veltrod is specialized in providing artificial intelligence solutions across the domain. Write to for free consultation and quotes for business needs.


The role of artificial intelligence in the E-commerce sector and its scope in future

As we end a monumental year and move in to the next it is time to sit back and evaluate all the awesome new technology that found its way into our lives this year. Now we can make some educated guesses about where the future may take us. eCommerce as an industry has grown into such a big part of our lives. The industry is worth over $22 trillion globally and continues to rise. So what is the future of eCommerce? What are the technologies that will/could grow to revolutionize the way it functions today? What role will Artificial Intelligence play in it?


As we’ve already mentioned in other blogs, mobile now drives a large part of eCommerce sales. In fact, this year saw Mobile overtake other channels as the primary source of eCommerce traffic (based on Shopify’s data, at least). So what does this mean for the future of eCommerce. Since mobile phones are already almost an extension of our bodies, it won’t be long before features such as projection make the mobile platform a great portable shopping device amongst other things.

Wearable Technology

As the Apple Watch, FitBit and various other forms of wearable technology enter the eCommerce market, the implications for vendors and eCommerce retailers are plenty. It is estimated that by 2018, the wearable industry will be worth close to $12.6 billion. So why would this be useful to eCommerce platforms? Because wearables have the ability to collect data beyond just what eCommerce platforms do today. Right now, they can see what products you view, what your taste is depending on what you buy and like, recommend personalized products for you and so on. Imagine if they had your physical data. Your vital statistics, measurements, pupil dilation rate — the potential list goes on. The level till which recommendations could be personalized is phenomenal.

Artificial Intelligence

We wrote about the impact Artificial Intelligence will have on customer relationships and eCommerce in our blog ‘Artificial Intelligence in eCommerce.‘ From Watson to his sucessors, forward thinking eCommerce retailers will want to build partnerships with the best AI tech to stay in touch with their growing customer global customer base.


Augmented Reality

Augmented reality is already a big part of the eCommerce industry – with projected growth of upto 56.8 billion dollars by 2020. Companies like Augment, Echidna and Marxent have created some truly functional yet awesome apps and uses for this technology to help shoppers put their minds at ease by literally visualizing the look and feel of products for their desired spaces. This is great especially for people planning their home decor, office spaces, commercial buildings, public spaces and a whole lot more. The future of eCommerce will see more companies riding this wave, offering customers a more immersive, visual shopping experience.

Virtual Reality

Ever since Occulus Rift hit the scene, the excitement about virtual reality became very real and tangible. Once Facebook bought Occulus Rift, the possibilities became even more mind blowing (albeit a little scary.) At the Virtual Reality Facebook demo this year, Mark Zuckerberg hung out with his friends – via avatars – and virtually travelled to his house to check on his dog. Although eCommerce stores still don’t boast of the kind of conversion rates that traditional retailers do, the possibilities that immersive tech like AR and VR will change that is huge. These technologies help create the sensory experience that is very missing in eCommerce today. Although there is little information on the revenue that VR has brought in so far, eBay and Myer are already ahead of the game: with the first virtual reality department store. The future of eCommerce will definitely see more virtual experiences, changing the ecommerce experience as we know it.

Veltrod is specialized in providing artificial intelligence solutions across the domain. Write to for free consultation and quotes for business needs.

ai-in-e-commerce-how-artificial-intelligence-can-help-retailers-deliver-the-highly-personalized-experiences-shoppers-desire (1)

How artificial intelligence can help retailers deliver the highly personalized experiences shoppers desire

One of retailers’ top priorities is to figure out how to gain an edge over Amazon. To do this, many retailers are attempting to differentiate themselves by creating highly curated experiences that combine the personal feel of in-store shopping with the convenience of online portals. 

These personalized online experiences are powered by artificial intelligence (AI). This is the technology that enables e-commerce websites to recommend products uniquely suited to shoppers, and enables people to search for products using conversational language, or just images, as though they were interacting with a person. 

Using AI to personalize the customer journey could be a huge value-add to retailers. Retailers that have implemented personalization strategies see sales gains of 6-10%, a rate two to three times faster than other retailers, according to a report by Boston Consulting Group (BCG). 

In a new report from BI Intelligence, we illustrate the various applications of AI in retail and use case studies to show how this technology has benefited retailers. It assesses the challenges that retailers may face as they implement AI, specifically focusing on technical and organizational challenges. Finally, the report weighs the pros and cons of strategies retailers can take to successfully execute AI technologies in their organization.


Here are some key takeaways from the report:

  • Digitally native retailers are setting new standards for the customer journey by creating highly curated experiences through the use of AI. This has enabled them to cater to consumers’ desire to interact with mobile apps and websites as they would with an in-store sales representative.
  • By mimicking the use of AI among e-commerce pureplays, brick-and-mortars can implement similar levels of personalization. AI can be used to provide personalized websites, tailored product recommendations, more relevant product search results, as well as immediate and useful customer service.
  • However, there are several barriers to AI adoption that may make implementation difficult. By and large, these hurdles stem from a general unpreparedness of legacy retailers’ systems and organizational structures to handle the huge troves of data AI solutions need to be effective.
  • For many retailers, successfully leveraging AI will require partnering with third parties. Because of the barriers involved, employing an in-house strategy can be extremely costly and difficult. This has led to the rise of AI commerce startups, which can provide a more cost-effective approach to overhauling the customer experience.

Veltrod is specialized in providing artificial intelligence solutions across the domain. Write to for free consultation and quotes for business needs.


Powerful Ways To Use Artificial Intelligence In Ecommerce

If it seems like every tech company is slinging around buzzwords like “big data,” “artificial intelligence,” and “machine learning,” well, you’re not wrong. The thing is e-commerce companies have a lot of data at their fingertips. But making use of that data is a challenge.

Machine learning is able to make sense of digital data at a much faster rate than any human is capable of. Choosing the application of machine learning tends to be a decision of priorities. Sure, you could use machine learning to do a lot of things, but what will make the largest impact?

It’s safe to say that the priority would be the tech that makes the biggest impact. With this, let’s review the most powerful applications of machine learning technology in e-commerce.

  1. Identify exceptional target prospects

New AI technology arms e-commerce businesses with the timely intelligence required to solve their business challenges such as lead generation.

  1. Create a more efficient sales process

Thankfully, just about all of us have moved on from the days of old sales techniques such as picking up the trusty Yellow Pages and pestering potential clients through cold-calling. Customer’s lives are now heavily influenced by a variety of different media from TV adverts to social media.

If you want to tailor your problem-solving solutions and create a strong sales message that reaches consumers at the right time on the right platform, then integrating AI into your CRM is the way to go. Many AI systems enable natural language learning and voice input such as Siri or Alexa.


  1. Provide a personal touch with chatbots

A tornado of technological advances has changed consumers’ expectations, and commerce is now focused on building experiences for the individual, and not the mass market. For consumers, there are a multitude of touch points and influences that generate purchases.

Many e-commerce retailers are already becoming more sophisticated with their AI capabilities in capturing attention, and one approach widely developing is known as ‘conversational commerce’. In the e-commerce world, this is the confluence of visual, vocal, written and predictive capabilities. Consumer needs are rapidly evolving to the point that retailers struggle to keep up. If brands wish to survive then this is one of the priority business strategies that must be executed.  The use of artificial intelligence through the application of ‘chatbots’ is just one way to drive the conversation in this next era of conversational commerce.

    4. Improve recommendations for customers

Using AI, brands can more intelligently and efficiently scan through petabytes of data to predict customer behavior, and offer relevant and helpful recommendations to individual consumers. This level of intelligence is vital in delivering a personalized shopping experience for the consumer.


  1. Work with intelligent agents

New intelligent agent negotiation systems have become a popular tool used in e-commerce, following the development of artificial intelligence and agent technology. There are 3 main functions performed by the automated agent: matching buyers and sellers; facilitating transactions; and providing institutional infrastructure. The agents are completely automated and have full control over their actions. They have their own communication language and not only react to their environment, but are also capable of using their initiative such as generating their own targets. It’s AI at its utmost brilliance, and finally they are useful for e-commerce.

  1. Supply & Demand Prediction

Forecasting is common enough. But today, with more data than ever before, e-commerce companies are choosing to leave this task to the machines. Not only is machine learning able to process data faster, it’s also able to find unique insights hidden where people weren’t thinking to look.

And forecasting is just the tip of the iceberg when it comes to business intelligence. Machine learning can be applied to a number of analytical goals. With deeper, more accurate information, companies can make data-backed decisions that ultimately lead to better products and services.

Veltrod is specialized in providing artificial intelligence solutions across the domain. Write to for free consultation and quotes for business needs.


A Tour of Machine Learning Algorithms

In this post, we take a tour of the most popular machine learning algorithms.

It is useful to tour the main algorithms in the field to get a feeling of what methods are available.

There are so many algorithms available that it can feel overwhelming when algorithm names are thrown around and you are expected to just know what they are and where they fit.

The first is a grouping of algorithms by the learning style.

The second is a grouping of algorithms by similarity in form or function (like grouping similar animals together). Both approaches are useful, but we will focus in on the grouping of algorithms by similarity and go on a tour of a variety of different algorithm types.

After reading this post, you will have a much better understanding of the most popular machine learning algorithms for supervised learning and how they are related.

Algorithms Grouped by Learning Style

There are different ways an algorithm can model a problem based on its interaction with the experience or environment or whatever we want to call the input data.

It is popular in machine learning and artificial intelligence textbooks to first consider the learning styles that an algorithm can adopt.

This taxonomy or way of organizing machine learning algorithms is useful because it forces you to think about the roles of the input data and the model preparation process and select one that is the most appropriate for your problem in order to get the best result.

  1. Supervised Learning
  2. Unsupervised Learning
  3. Semi-Supervised Learning

Algorithms Grouped By Similarity

Algorithms are often grouped by similarity in terms of their function (how they work). For example, tree-based methods, and neural network inspired methods.

This is a useful grouping method, but it is not perfect. There are still algorithms that could just as easily fit into multiple categories like Learning Vector Quantization that is both a neural network inspired method and an instance-based method. There are also categories that have the same name that describe the problem and the class of algorithm such as Regression and Clustering.

We could handle these cases by listing algorithms twice or by selecting the group that subjectively is the “best” fit. I like this latter approach of not duplicating algorithms to keep things simple.

Regression Algorithms

Regression is concerned with modeling the relationship between variables that is iteratively refined using a measure of error in the predictions made by the model.

Regression methods are a workhorse of statistics and have been co-opted into statistical machine learning. This may be confusing because we can use regression to refer to the class of problem and the class of algorithm. Really, regression is a process.

Instance-based Algorithms

Instance-based learning model is a decision problem with instances or examples of training data that are deemed important or required to the model.

Such methods typically build up a database of example data and compare new data to the database using a similarity measure in order to find the best match and make a prediction. For this reason, instance-based methods are also called winner-take-all methods and memory-based learning. Focus is put on the representation of the stored instances and similarity measures used between instances.

Bayesian Algorithms

Bayesian methods are those that explicitly apply Bayes’ Theorem for problems such as classification and regression

Artificial Neural Network Algorithms

Artificial Neural Networks are models that are inspired by the structure and/or function of biological neural networks.

They are a class of pattern matching that are commonly used for regression and classification problems but are really an enormous subfield comprised of hundreds of algorithms and variations for all manner of problem types.

Deep Learning Algorithms

Deep Learning methods are a modern update to Artificial Neural Networks that exploit abundant cheap computation.

Veltrod is specialized in providing artificial intelligence solutions across the domain. Write to for free consultation and quotes for business needs.

8 Important Development Tools for Developers

No tool is a good or bad for developers, however, the perfect tool is the one, which is best suited to you. In this post, we are going to list out 10 exceptional tools for developers that help them to improve productivity and simplify workflow. So, get ready to check out the list of developers tools.


Dash: Dash tool allows browsing Dash docsets database way faster. This tool helps you to store snippets of code and instantly searches offline documentation sets for 80+ APIs. Using this tool, developers can create docsets their own or request docsets.

Data URI Scheme: Data URI Scheme is another front-end dev tool that allows you to convert given file to its representation in base64 data uri scheme. Developers can also convert image and vector files on the way.

iTerm: Whether you are comfortable with terminal tool or not, it is the most essential tool to make your task easier and faster than GUI. Someone commented that, “GUI makes easy tasks trivial and hard tasks impossible to make.” So, it is must to learn this tool for faster development.

Alfred 2: If you are looking for tools to find files, then Alfred is one of the finest options. You can have this task launcher for finding files and operating them quickly and easily. This application is not different from Spotlight; however, reader may ask the advantage of it. Having this tool, developers can enable things like “workflows.”

Homebrew: Homebrew is a package manager for OSX, written by someone, who had enough of MacPorts and decided to work better than before. Brew has capability to work everywhere where MacPorts fails. From logical directory structure, through simple packaging system, it can work everywhere.

oh-my-zsh: oh-my-zsh is blessed with a collection of helpful functions, plug-ins, helpers and themes. If you want to see current git branch in your shell prompt or RVM version, it is possible with oh-my-zsh. This developer tool comes with excellent path completion, history browsing and ton of other stuff.

ack: ack is a great, blazing fast tool for searching contents of the file easily. It might look like grep, if it was created 20 years later. As it is developed looking at the developer’s requirements, you can simply narrow results of the search to the source file of your preferable language. Developers can use regular expressions out of the box or ignore VCS files while using this tool.

Flush DNS cache: When it comes to adding new entries to /etc/hosts, Mac OS X can be very stubborn sometimes. To deal with such situation, it would be best to use Flush DNS cache.

Veltrod is specialized in providing e-commerce solutions and mobile applications. Write to for free consultation and quotes for business needs.

5 Magento Extensions That Everyone must have in their ecommerce website

Today, Magento has been emerged as a leader in the world of online stores irrespective of type and size. Till date, you would find more than 125000 online stores that have been set up on Magento platform because of its excellent features, exceptional functionalities and high performance. Magento is one such platform that offers its users numerous features that users are looking for.

There are numerous online retailers for whom things did not worked out, so Magento extensions are completely best for their usability and features. When it comes to talk about the success, it is completely exceptional as it is one of the major reasons why developers from across the world are making this platform more better by developing robust quality extensions that you can find on the web.

Magento users can find all types of Magento extensions that they need for their business to make it more convenient for their customers. With lots of Magento extensions, it is quite difficult for businesses to choose best and feature-rich Magento extensions that make their website highly interactive. Below, I have gathered 7 innovative and robust quality Magento extensions that you must download for your site.


Advanced Store Locator:  Now, you can easily endow your store with wonderful look by integrating high quality Magento store locator that is known as Advanced Store Locator. This extension is designed for all those Magento owners, who are looking to help their customers in searching their store in their desired country, state, city and area.

Magento Live Chat: In this highly competitive market, every e-commerce website owner is looking to cater his/her customers exceptionally so that they don’t have any problems and queries. When it comes to solve their problems and queries, nothing is better than live chat as it allows users directly talk to the representative and explain them their problems.

Video and Content Testimonials: Video and Content Testimonials is an advanced quality Magento extension that enables users to manage their testimonials with video, content, YouTube, image and more. If you want to add the testimonials in your website, this extension is well-known for its features by which you can promote and highlight your work. Being an exclusive extension, it allows visitors and customers to add their testimonials with YouTube, pictures, videos and more. For users, it is extremely easy to install and can make managing of your various testimonials easy. The best part is that this extension also support with multi-store and multi-lingual.

Ajax Cart: When it comes to a leading Magento extension, Ajax Cart is an excellent extension that helps users to add products to shopping cart directly from product page and different categories. Using this extension, customers are able to add all types of products such as simple, bundled, configurable and more from the category page also from Product Detail page. So, Magento website owners should opt for Ajax Cart extension that can ease the customers’ shopping and offer them wonderful experience.

One Page Check-out: If you have decided to decrease the check-out process in your Magento website, it is a great idea as it is must for you to shorten the process. There are lots of Magento website owners, who are making use of Magento’s One Step check-out, but it is also troublesome as it takes a longer to fill out and load. It is better to use One Step Checkout extension that specially designed to present everything on one page. It can show each and every thing on one page in a wonderful way to boost conversion rate. Moreover, this extension provides lots of options for store owners, who want to collect more information.

Veltrod is specialized in providing e-commerce solutions and mobile applications. Write to for free consultation and quotes for business needs..

5 Ways to Enhance and Gain Customer Experience

It would be great to hear that some eCommerce companies are taking care about the important of customer experience and thinks to improve it. When it comes to bad customer experiences, I have heard many excuses from online merchants.

Even, some companies don’t care about their customers; they just want to earn handsome money in the form of profit. But those companies, who really have care for their customers and want to enhance customer experience, then here we have five different ways. Just check out.


Solve Problem Before It Becomes a Big Issue

At the time of manufacturing products, we are always looking for creating remarkable customer experiences and happiness. One of the best ways to deliver a great happiness to your customers is to fix problem before it becomes the big issue.

If you are not able to solve problem fully, at least deliver seamless customer experience while they are shopping from your eCommerce site. Apart from, you can also sketch plan your customer outreach and customize it.

Customize Your Packaging: Wrapping products with unique and customize packaging delivers excellent impact to your customer experience. There are many pizza shops packing their pizzas in attractive boxes with a personalized message. It is advisable to give a receipt along with a physical product with packaging. After that, send them a message and request for message or advised for your business. This thing especially works at the time of trail phase. Create your time to connect with your customers on personal level. Offer some trial products for free of cost or with discounted rates.

Make Investment for Tomorrow: No matter, you have employee from 5 days or 5 years, it is must to make aware them about your customers as it is one of the most important factors in your business. Apart from customers, you should make them aware of tools for listening customers and allows them to use to enhance your business’s popularity. Taking help of social media sites is one of the best ways to engage your customers and build your business’s brand. Give a lesson of social media to your employees as they are not aware of your strategy. Ensure to teach your employees to step ahead of your tools, if you want to enhance customer experience and business as well.

Always Appreciate and Say “Thanks”: If you want to deliver a great customer experience to your shoppers, it is must to lead through some examples. Stop saying ‘thank you’ to your employees to make stronger behaviors you are promoting. No matter, it is verbal recognition of a job in the meeting or a larger employee appreciation gesture, it doesn’t appropriate to charge creating a culture of gratitude among your team. Human mentality is that when they are happy with their work then always keeps a positive attitude among their customers.

Veltrod is specialized in providing e-commerce solutions and mobile applications. Write to for free consultation and quotes for business needs.

Reasons to have more speed on Mobile Web Sites

Speed is the biggest thing mobile sites need and the one thing that many are lacking.In August 2013, Google launched a new set of guidelines so that webmasters could optimize their pages for better rendering performance. The goal of these guidelines is to get all content to load in one second or less.

Of course, this loaded content will at first just include the above-the-fold content, which is any content that is immediately visible on the screen without requiring the user to scroll up or down. While this above-the-fold content loads in one second or less, the rest of the content, graphics, etc. will load on the page (also in a matter of seconds).


Why the Need for Speed?

So why is all of this so important? According to an article by Marketing Week, in the United Kingdom alone, 30 percent of the population uses a tablet. In addition, more than 60 percent use a smartphone. The same can be said for the other side of the pond, with one-third of Americans using a tablet and more than 50 percent use a smartphone. To put it in a global perspective, 1.5 billion people use smartphones. That’s a lot of people online ready to surf the Internet, check email, post on social networking sites, etc.

A slow-to-load site, meaning anything that takes more than 4 seconds to load, loses 25% of its visitors in those four seconds if the page hasn’t loaded. At 10 seconds the percentage gets closer to 50%. Pages that are slow to load, crash, have formatting errors, feature non-functioning elements, or are unavailable for whatever reason are all reasons that a mobile Internet user will abandon his or her efforts, but nothing affects this more than speed.

The Benefits of Faster Loads: It is the hope of those who build mobile sites with speed that will make conversions happen as frequently as they do on desktops. As it stands, conversions on mobile sites happen about a third as frequently as they do on desktop sites.

Speed it up: The numbers speak for themselves. Mobile users want speed and they’re not going to sit around and wait for it.

Veltrod is specialized in providing e-commerce solutions and mobile applications. Write to for free consultation and quotes for business needs.

Best Ways to Build and Gain Customer Loyalty

Having loyal customers is must for enhancing business growth. Creating effective and better customer loyalty requires crafting greater customer experience with combination of emotional, physical and transactional value of customers. There are many businesses working in commodities.

Considering specific type of products/services according to customer’s view point is less unique than you are looking so. Right now, customers are showered with uncountable number of options and continuously grabbed by competitors to save and switch. To deal with such situation, it is necessary to work on customer loyalty by considering following tips.


Be Personal: Your customers are humans and thus, they are expecting a human interaction rather than a generic one. It would be great to send personal birthday or anniversary wish message instead of holiday sales offers. No doubt, customers are appreciating the value of your discount offers, but emotional bonds helps to create customer loyalty.

Think Like Their Mentality: Understanding your customers in better ways helps you to interact with your customers in the most excellent ways. You can also understand how they are feeling or what they are thinking while making purchase or sending enquiries. You can also put your service to check or enhance your process.

Maintain Your Personality: At the time of customer choosing your person to interact at your company, be up-to date with information and their queries. No matter, they are having queries while online transaction or finding any products.

Greet Perfectly: According to the Psychological studies, it is noted that customers remember the first and last minutes of a service for longer time than the rest conversation. So, it is must to have well-engineered customer interactions as it is going to stick in the customer’s memory.

Accelerate Your Service: Nowadays, people are looking for speedier service than they have before few years. So, delivering their order on expected time creates good reputation of your eCommerce store and also builds customer loyalty.

Create a loyalty scheme: Creating a loyalty scheme is one of the most effective ways to encourage your customer to get back to you. For example, you can give loyalty card as a reward to your customers with a free drink. If you are offering rewards for your purchase, your customers can get an incentive to return to you.

Ask for feedback: Receiving feedbacks from your customers helps you to know whether they are happy or not with your service. Read all the feedbacks and overcome from the bad points to make your shoppers happy.

Create a customer-service vocabulary: In the time of inconvenience, it is must to convince your customers with positive words like ‘No worries’, ‘we are here to help you’ and rehearse to tell them. You can express your help through such words and solve problem as soon as possible.

Veltrod is specialized in providing e-commerce solutions and mobile applications. Write to for free consultation and quotes for business needs.

© Copyright 2013 Veltrod Scroll Top