Digital marketing company Eagle Eye Solutions completed its acquisition of Untienots SAS (known as Untie Nots), a French SaaS company that enables retailers to develop personalized and gamified promotions at scale. The deal, costing Eagle Eye $40.2 million, was announced in November 2022.
Through Eagle Eye and Untie Nots' combined solutions, enterprise grocers and retailers across the globe can run digital promotions tailored to individual shoppers at scale as a way to accelerate personalization strategies and improve the overall performance of their loyalty and promotional initiatives, according to a January news release. Eagle Eye hopes these solutions will be able to be implemented “quickly” and “without additional complexity.”
The acquisition enhances Eagle Eye's promotional and loyalty technology offerings through the addition of digital games, contests and challenges that engage shoppers and leverage artificial intelligence- and machine learning-enabled campaign management and measurement. This gives Eagle Eye the ability to offer an end-to-end promotion and loyalty solution.
After launching in France in 2016, Untie Nots entered the U.S. market in 2022 with plans to expand across North America. It now serves more than 60% of the French grocery market as well as other key European markets and North America with offerings that include its SaaS solution, the Untie Nots Challenges Platform.
"Untie Nots has consistently pushed the envelope with its technology and overall approach to personalization and customer activation in the grocery sector," Tim Mason, CEO of Eagle Eye, said in the release. "Together, our companies can create ground-breaking opportunities for grocers and retailers across the globe to improve their loyalty and promotional performance and ROI using the most sophisticated and scalable tools on the market."
According to Eagle Eye, 71% of brands and retailers say they excel in marketing personalization, while only 34% of consumers feel the same, making the need for effective one-to-one engagement at scale crucial for retailers.
"With Eagle Eye's ability to bring together multiple customer and contextual data points to create real-time offers and communications and Untie Nots' ability to activate customers through gamification and AI-powered logic to deliver the most relevant offers and rewards, the possibilities for retailers are almost limitless," added Mason.