With employers seeking to show the value of all their benefits in this ever-increasing competitive job market, Benefitfocus, a benefits technology company, recently debuted an online marketplace for employees to shop for benefits, voluntary products and more.

The company unveiled the fully customizable HR InTouch in late April. In the marketplace, similar to any online shopping portal like Amazon.com, employees can shop for their benefits and other offers from their employer and explore how to best spend their defined contribution dollars. If employees need help while in the store, there are avatars standing by on the ready, as well as a live chat option.

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