SAP snaps up omnichannel customer engagement provider Emarsys

SAP is acquiring Austrian firm Emarsys to help it deliver hyperpersonalised, omnichannel engagements in real time to its customers.

Emarsys, which has more than 1,500 customers across the e-commerce, travel and retail markets, and 800 employees across 13 offices, provides a fully integrated cloud-based marketing platform that allows companies to deliver personalised customer interactions across e-mail, mobile, social, SMS and the web at scale.

“Customer engagement technology has evolved tremendously over the past decade,” commented 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 personalised message, allowing customers the freedom to choose their own engagement.”

Hagai Hartman, founder and chief innovation officer at Emarsys says that success now relies on brands delivering personalised experiences powered by a holistic view of each consumer that connects digital engagement data with supply chain data in real time. “Together Emarsys and SAP can create a new paradigm for digital commerce focused on the consumer,” he noted.  

Emarsys will become part of the SAP Customer Experience business unit when the transaction closes (expected in Q4 2020). Terms were not disclosed.