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IBM Corp. on Tuesday introduced a new service called Event Readiness, which is designed to help brands prepare for unexpected — as well as expected — surges in online traffic due to holidays, special sales and sudden spikes in demand.

The product is being offered as part of the IBM Commerce suite of services, and includes software, consulting and analytics. It’s aimed at marketing and IT executives in retail, banking, consumer products and manufacturing industries.

IBM has not yet launched any advertising around the new service, but it is planning an integrated marketing campaign that will likely include online ads, email, social media and website content, said Trey Seck, VP-support and client success at IBM Commerce. The marketing budget was undisclosed.

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