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Dunnhumby to Acquire Aptaris

Dunnhumby has acquired the marketing and promotions management company Aptaris Software in a combination the companies said would provide retailers with an efficient pricing and promotions platform.

Terms were not disclosed.

The acquisition is the culmination of a strategic partnership that embedded Dunnhumby customer data science into the Aptaris solution, providing retailers with the only end-to-end promotions management platform in the market. Many North American retailers have already implemented the platform, including Associated Wholesale Grocers, Mitchell Grocery and Weis Markets.

Dunnhumby said the acquisition would help retailers to more effectively compete in the new data-driven economy by leveraging expertise in customer data science.

“We are extremely pleased to welcome the Aptaris team into the Dunnhumby family after such a highly successful partnership,” CEO Guillaume Bacuvier said in a statement. “This acquisition is a pivotal step for us in our goal to be the world’s leading customer data science company by enabling retailers around the globe to increase revenue and profits by delivering exceptional experiences for their customers. We look forward to using our synergies and combined assets to take our customer data science platform to the next level of innovation, and deliver greater value for our clients.”

Used by retailers and their suppliers, the Dunnhumby enterprise promotions management platform combines Dunnhumby’s leading customer data science-driven forecasting with Aptaris’ innovative workflow and vendor management. The companies said the platform delivers better efficiencies at every stage of promotion management, including providing all the information needed to plan, deliver and measure every promotion within merchant and vendor teams.

“I believe this is a great opportunity to bring together two companies so closely aligned so that all of our clients have the tools and insights they need to better compete and thrive in today’s data-driven economy,” said Aptaris CEO Tom O’Reilly. “I am looking forward to the next chapter of our new story.”

O’Reilly is now serving as a strategic consultant for Dunnhumby. Aptaris' Chief Technology Officer William Morrell, Product Management and Delivery SVP Krista Gettle, and Sales and Marketing SVP John O’Reilly will also join in key executive positions at Dunnhumby. With the acquisition, Dunnhumby gains a team and office in Rochester, N.Y.

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