SAP will acquire Emarsys, an omnichannel customer engagement platform provider whose systems are designed to help businesses to engage more effectively and more personally with their customers.

The newly acquired business will be rolled into SAP’s Customer Experience portfolio.

That portfolio hasn’t always gelled so well. Earlier this year the German software giant revealed it was partially divesting itself of customer experience platform Qualtrics via an IPO and company insiders acknowledged at the time this was partially due to the difficulties of integrating the organizations after the 2018 acquisition. SAP 3ill retain a controlling stake in the listed business.

According to Christian Klein, CEO of SAP, “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.”

He said 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 hyperpersonalized digital commerce experiences across all channels at any time.”

Emarsys is a cloud-based marketing platform that companies use to deliver truly personal customer interactions across e-mail, mobile, social, SMS, and the web at scale.

“Customer engagement technology has evolved tremendously over the past decade, and in that time, Emarsys has emerged as a world-class platform that truly enables personalized, one-to-one digital interactions between brands and customers across all channels,” said Bob Stutz, president, SAP Customer Experience. “With Emarsys technology, SAP Customer Experience solutions can link commerce signals with the back office and activate the preferred channel of the customer with a relevant and consistently personalized message, allowing customers the freedom to choose their own engagement.”

“Emarsys has a rich tradition of innovation in digital marketing,” said Ohad Hecht, CEO of Emarsys. “Joining forces with SAP, a leading global brand with an ongoing commitment to excellence and innovation in customer experience, is an exciting next step in our evolution. 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.”

“Success in today’s market relies on brands delivering personalized experiences powered by a holistic view of each consumer that connects digital engagement data with supply chain data in real time,” said Hagai Hartman, founder and chief innovation officer of Emarsys. “Together Emarsys and SAP can create a new paradigm for digital commerce focused on the consumer.”

Today Emarsys has over 1,500 customers worldwide and more than 800 employees across 13 offices including London, Berlin, Sydney and Budapest, as well as a U.S. headquarters in Indianapolis. The company’s 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 terms of the transaction are not disclosed.

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