Australian ecommerce business Big Red Group (BRG) has acquired events and experience marketplace Lime&Tonic.

The latest acquisition follows the launch of IfOnly in June this year, and the group’s acquisition of Adrenaline in November 2018.

Lime&Tonic will sit alongside experience marketplace brands RedBalloon, Adrenaline and IfOnly, as well as the BRG enterprise offering REDii and Marketics, the exclusive distributor of Albert AI marketing technology in Australia and New Zealand.

“Gourmet dining and pamper experiences is what Lime&Tonic is known for, and we know from our other brands that these are two of the fastest-growing segments in the experience economy,” said Co-Founder Naomi Simson.

“The Lime&Tonic brand will allow the group to serve customers a broader range of experiences, curated on behalf of our customers.”

Simson said that every aspect of Australian retail is facing increased competition from global players, and this is no different for experiences. To compete in the experience economy Australian brands must be of a size that allows capital investment for growth, and working together is one way to achieve this.

It is also becoming increasingly difficult for smaller businesses to navigate digital channels as large global players have deeper pockets to invest in technology, machine learning and big data, according to Simson. Key digital channels such as Facebook and Google have become increasingly expensive and it is proving challenging for even the best marketers to keep up with shifting algorithms, rules and customer expectations.

“What I do know is that customers seek out experts and curation when it comes to experiences – and Lime&Tonic adds a wonderful dimension to complement the range of experiences we offer today,” she said.

“BRG has invested greatly in leading-edge technology, and data insights which are elevated further by our use of marketing AI technology to ensure customers are served the right experience in the right place at the right time.”

BRG Group CEO and Co-Founder, David Anderson, said BRG is rolling out a multi-brand strategy that will enable a central supply group to serve different customer needs via different experience brands.

“We are thrilled to welcome Lime&Tonic and its customers to BRG. The catalogue of unique gourmet experiences and bespoke events is an ideal fit for our other brands and will serve our customers more of what they want,” Anderson said.

“We have a big vision for the next five years, both domestically and globally, and we’re excited to support Australian businesses along the way.”

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