SAP acquires Emarsys to build out CX offering

Latest acquisition pitched as way to further improve SAP's omnichannel engagement and personalisation capabilities

SAP has acquired retail marketing automation and personalisation platform, Emarsys, for an undisclosed sum, a deal designed to build out its customer experience offering.

Emarsys provides a cloud-based omnichannel customer engagement platform with functionality for personalising customer interactions across email, mobile, social, SMS and the Web at scale. Founded in 2000, the group has raised more than US$55 million over the years, including $22.3 million four years in a capital raising round led by Vector Capital.

Headquartered in Austria, Emarsys has more than 1500 customers worldwide and 800 employees with Australian clients including Cue Clothing, Showpo, National Tiles, GlamCorner and Total Tools.

Under the deal, Emarsys’ operations will become part of the SAP Customer Experience business unit. The transaction is expected to close in the fourth quarter of 2020, subject to regulatory approval. Purchase price and other transaction details have not been disclosed.

In a statement, SAP said enhancing its customer experience management portfolio with Emarsys will help it support brands striving to deliver hyperpersonalised, omnichannel engagements in real time.

“Adding the Emarsys customer engagement platform to our leading SAP S/4HANA and Experience Management technology from SAP and Qualtrics opens up new possibilities for our customers that are unique in the market,” said SAP CEO, Christian Klein.

“The success of brands worldwide depends today on their ability to offer a compelling customer journey and to cater to the individual expectations of customers. To meet these expectations, front-office data must be integrated with back-office capabilities and with individual customer feedback.

“Once the transaction closes, SAP will enable brands to connect every part of their business to the customer, including experience data. We will deliver a portfolio for a ‘commerce anywhere’ strategy allowing for hyperpersonalised digital commerce experiences across all channels at any time.” 

SAP president of Customer Experience Solutions, Bob Stutz, said combined capabilities will include linking commerce signals with the back office and activating the preferred channel of the customer with a relevant and consistently personalised message, “allowing customers the freedom to choose their own engagement”.

Emarsys CEO, Ohad Hecht, said joining forces with SAP was a big step forward in the group’s evolution within the digital marketing and customer engagement ecosystem.

“We’re confident that, once we have regulatory approval, our customers and partners will quickly benefit from synergies between the Emarsys platform and the SAP Customer Experience portfolio,” he said.

The latest SAP acquisition comes after an 18-month gap in what has been a string of purchases that appeared to extend the vendor’s customer experience reach and offering. One of the most notable in the last two years was the US$8 billion purchase of Qualtrics in November 2018, a customer and employee feedback management platform.  Other related acquisitions include customer identity management player, Gigya, in 2017; and cross-channel marketing measurement firm, Abakus, in 2016.   

However, a decision to spin Qualtrics out as a separate public company in July surprised analysts and raised questions about whether SAP was going to continue to aggressively pursue the CX tech path.  SAP had said it would remain a majority shareholder, but with growth of 40 per cent, the decision to spin out was about giving Qualtrics more scope grow in the category, Klein said at the time.  

Emarsys’ position in the digital commerce space ties in well with SAP’s own commerce platform, based on its acquisition of Hybris in 2013.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in