Adrian J Cotterill, Editor-in-Chief
Last week SessionM announced that it had acquired LoyalTree, a provider of integrated point-of-sale (POS) marketing software for retail brands.
The acquisition will make integration with point-of-sale systems easier and faster to deploy as well as cheaper to maintain. The acquisition follows SessionM’s USD 35M strategic funding investment in September 2016.
We are told that the LoyalTree API is built upon robust data integration with leading point-of-sale systems like Oracle MICROS, NCR Aloha, POSitouch and others and that by enabling two-way communication with POS systems in real time, LoyalTree allows marketers to create and deliver personalized offers that can be redeemed at point-of-sale.
At the same time, the combined platform will inject purchase data and in-store connectivity into omnichannel marketing campaigns for greater personalization and predictability. Closed-loop analysis between marketing campaigns and in-store purchases can now be calculated using one end-to-end system for maximum speed and efficiency.
The new combined offering provides bidirectional campaign analysis to give marketers an accurate ROI of each consumer transaction as well as insight on what specific items each consumer purchased. This helps brands build more accurate and relevant customer profiles based on past purchasing behavior, giving them relevant data to make predictive offers in the future to drive long-term retention.
SessionM co-founder and CEO Lars Albright said “We work with some of the biggest retailers and QSRs in the world. All of them want fast data that enables them to take fast action. With our platform, a marketer can decide who they want to target, communicate the offer across any channel and recognize the resulting purchase at point-of-sale in real time. Ultimately, marketers want to offer customers things they’re interested in buying. To do that, marketers need a firm grasp of what each individual customer has already bought. This integration makes our customer profiles smarter and more dynamic. That makes our messaging more relevant and timely. The ultimate benefit is greater loyalty and retention metrics for our clients. This acquisition pulls it all together seamlessly.”
LoyalTree founder and CEO Brock Bergman said “The rubber meets the road at POS,” said Shedding light on the marketing ‘last mile’ between customer engagement and retail purchase accelerates the insights marketers can leverage in their work. SessionM has the most sophisticated omnichannel engagement platform we’ve ever seen. Tying that together with real-time POS data makes for smarter offers. Smarter offers increase share of wallet and that makes for happy clients. We’re thrilled to be part of the team.”
Financial terms of the deal were not disclosed.
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