Emarsys, the B2C Marketing Cloud, has received $33 million in equity investment from San Francisco-based Vector Capital.
The Series A minority investment marks the first institutional funding received by Emarsys in its 15-year history. Emarsys will use the funds to accelerate its international growth, including in Singapore, Malaysia and Indonesia, invest in product innovation and expand sales and marketing teams.
Sameer Kazi, former EVP of Social.com (a Salesforce.com company) and former SVP and GM of EMEA of ExactTarget, will join Matt Blodgett and Alok Pandey from Vector Capital as additions to the Emarsys supervisory board.
“The growth of digital consumption in Southeast Asia has driven the increasing penetration of eCommerce in countries such as in Singapore where ecommerce penetration is at 51 per cent and in Malaysia at 47 per cent. Singapore is seeing a rapid shift from brick-and-mortar retail to multi channel retail, and there is a big focus now on increasing customer engagement and the lifetime value of online customers,” said Benjamin Glynn, MD, Singapore with Emarsys.
The new Emarsys B2C Marketing Cloud is perfectly positioned to address the challenges and opportunities of B2C businesses here; we are excited to continue our rapid expansion.”
Founded in 2000 and headquartered in Vienna, Austria, Emarsys has more than 500 employees proudly serving more than 1300 clients within 140 countries across 16 global offices. The company has been expanding rapidly across Southeast Asia, where it now serves more than 100 client companies. In Singapore, Emarsys helps ecommerce companies maximise the long-term value of their customers, creating a unique shopping experience. Decathlon SA. for example, has seen an 18 per cent contributed revenue by working with Emarsys and a monthly return on investment of over 700 per cent.
“In our stores we can respond to customer needs immediately, however online behaviour has been much more complex to understand and predict. While we enjoyed a high volume of traffic online, we were experiencing lower than expected conversions and high abandonment,” said Clarence Chew, head of marketing of Decathlon SA.
“Emarsys changed this for us however, with an integrated platform that provides a single view of every customer, allowing us to customise each customer experience and cater to them individually.
“On top of recovering lost revenue, we have also effectively captured customer behavioural and transactional data, doubled our database, improved customer experience and engagement, and have seen a significant increase in conversion rates. Emarsys’ predictive capabilities alone account for 14 per cent of online revenue today.”
The Emarsys platform integrates customer intelligence, personalisation, predictive recommendations and multichannel marketing automation at scale, across desktop, mobile devices and social channels into a single cloud platform. The platform combines machine learning and data science to convert raw consumer behavioural data into a deep understanding of customer identity, creating highly personalised customer experiences and journeys.
