Personalised marketing and shopper analytics platform AppCard has closed the acquisition of ProLogic Retail Services, which provides marketing solutions for independent grocers.

Through the acquisition, AppCard is expected to strengthen its position as a loyalty and digital offers provider for the grocery market.

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ProLogic's vertical expertise and market presence are said to complement AppCard's machine-learning technology, resulting in improved marketing solutions to meet grocers' needs.

AppCard co-founder and CEO Yair Goldfinger said: "By uniting ProLogic's best-in-class loyalty platform with AppCard's data-driven, machine-learning marketing engine, we are creating a joint platform that will guarantee our retailers the ability to continue growing their businesses while remaining competitive in this ever-changing landscape."

The acquisition allows AppCard to process around 500 million transactions a year and increase its base to more than 17 million households.

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"We are creating a joint platform that will guarantee our retailers the ability to continue growing their businesses while remaining competitive in this ever-changing landscape."

It is also in line with the company’s strategy to enable retailers to improve customer engagement by understanding their purchasing preferences.

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ProLogic Retail Services president and CEO Ross Ely said: "AppCard's technological strength coupled with ProLogic's knowledge and experience in the independent grocery industry will create a powerful industry player that delivers tremendous value to its customers."

AppCard also offers a CRM platform for brick-and-mortar retailers, using smart data capture and machine learning to engage with customers.