RevTrax, a promotions marketing platform, has been acquired by omnichannel retail marketing company Neptune Retail Solutions (formerly News America Marketing). Under the deal, the founding leadership team of RevTrax joins the NRS executive team on a long-term basis to help advance the integration of its Offer Management Platform (OMP), Universal Mobile Offer (UMO) solution, and artificial intelligence-driven dynamic pricing and promotions engine into Neptune's robust network of omnichannel activation solutions.
"We recently partnered with RevTrax to become the exclusive in-store seller of its UMO solution and are excited to take this partnership to the next level," said Bill Redmond, CEO, Neptune Retail Solutions, in a recent media release. "Our company’s focus has been to create transformative innovation within the industry and this acquisition puts us in a position to execute against client strategies with tangible results, in a way no other organization can."
RevTrax's OMP aims to bring innovation to brands at the intersection of digital marketing, offers and artificial intelligence. RevTrax solutions enable brands to modernize promotional marketing campaigns through one-to-one offer personalization, advanced performance measurement, and “best-in-class” security and anti-fraud features. The turnkey integrations with both cloud-based digital messaging platforms (web, display, email, mobile, etc.) and backend providers (payments, point-of-sale, etc.), aim to increase value to consumers while driving ROI for brands and retailers.
Increased shopper adoption of UMO reflects customers' increased preference for digital coupons (as opposed to printed coupons), allowing brands and retailers to achieve higher degrees of data-driven personalization, actionable insights/analytics, and fraud prevention, both online and at the shelf. Owning this capability allows NRS to offer retail and CPG partners flexibility of offer delivery, along with enhanced benefits from a deeper understanding of shoppers and performance metrics at scale.
"We are thrilled to be accelerating our growth together with the Neptune team. It was clear from the beginning that their incredible in-store network of over 47,000 North American grocery and drug stores would quickly expand the potential and reach of game-changing products like UMO and future RevTrax solutions," said Jonathan Treiber, CEO of RevTrax.