SAP to Buy Customer Engagement Platform Emarsys

Business software giant SAP has entered into an agreement to acquire omnichannel customer engagement platform provider Emarsys. Terms of the deal have not been disclosed.

Vienna, Austria-based Emarsys offers a solution which comprises a customer data platform with fully integrated multichannel campaign management, personalization, segmentation and analytics dashboards, supported by dozens of additional features and add-ons. The firm claims its solution enables brands to deliver 'truly personal' customer interactions across e-mail, mobile, social media, and web - at scale. Emarsys currently has thirteen offices including in London, Berlin, Sydney and Budapest, as well as a US headquarters in Indianapolis.

As part of the deal, Emarsys' customer engagement platform will be integrated into the SAP Customer Experience portfolio, to help customers deliver omnichannel engagements in real-time. The plan is to integrate the Emarsys stack into SAP S/4HANA and other experience management technology from SAP, and experience management specialist Qualtrics.

Hagai Hartman (pictured), founder and Chief Innovation Officer of Emarsys, comments: '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. Together, Emarsys and SAP can create a new paradigm for digital commerce focused on the consumer.'

Web sites: www.sap.com and www.emarsys.com .