Customer data science company dunnhumby has acquired US-based enterprise marketing and promotions management company, Aptaris Software.
As part of the deal, dunnhumby customer data science will be merged with Aptaris solution to offer a single end-to-end promotions management platform to retailers.
Following the acquisition, retailers can also benefit from dunnhumby’s leadership and expertise in customer data science.
Dunnhumby CEO Guillaume Bacuvier said: “This acquisition is a pivotal step for us in our goal to be the world’s leading customer data science company by enabling retailers around the globe to increase revenue and profits by delivering exceptional experiences for their customers.
“We look forward to using our synergies and combined assets to take our customer data science platform to the next level of innovation, and deliver greater value for our clients.”
After the acquisition, Aptaris CTO William Morrell, product management and delivery senior vice-president Krista Gettle, and sales and marketing senior vice-president John O’Reilly will be given key executive positions at dunnhumby.
In addition, dunnhumby will gain a team and an office in Rochester, New York under the deal.
The company’s Enterprise Promotions Management platform offers retailers and their suppliers a combined solution that includes dunnhumby’s customer data science-driven forecasting with Aptaris’ workflow and vendor management.
Using this solution, retailers can plan, deliver and measure every promotion within merchant and vendor teams.
North American retailers, including Associated Wholesale Grocers, Mitchell Grocery and Weis Markets are currently using the solution.