US-based customer intelligence firm Market Force Information has raised $15m, which it plans to use to grow both organically and through acquisitions. This follows last week’s acquisition of UK-based mystery shopping specialist Retail Eyes.

Market Force Information provides customer experience solutions – including mystery shopping, merchandising and retail audits and customer surveys – for multi-location businesses such as retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies.

Earlier in the year, and prior to the acquisition of Retail Eyes, Market Force bought Canadian customer experience measurement specialist Tell Us About Us (TUAU). Retail Eyes is Market Force’s fifth acquisition in five years.

The funding announced today has been raised by existing investors Monitor Clipper Partners, Centennial Ventures, Boulder Ventures and Vista Ventures – as well as through additional debt facilities from the company’s existing lenders Escalate Capital Partners and Comerica Bank.

Market Force CEO Karl Maier comments: ‘We are in a prime position to take advantage of the growing appetite for customer intelligence solutions—programs that give big retailers, restaurants and other multi-location brands the chance to create more predictable, sustainable growth by focusing on making each customer experience consistently great. This funding adds more fuel to that engine.’

Web site: www.marketforce.com .

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