In a bid to tap the burgeoning Indian e-commerce market, New York-based Martech company Bluecore is buying Betaout, a marketing software start-up based in Noida.
Once the deal is complete, Betaout will shut down operations and five of the co-founders will move to work under the Bluecore brand, leading the company’s Indian and Asia-Pacific operations.
Founded by software developers Mahmoud Arram and Fayez Mohamood, Bluecore’s platform uses Artificial Intelligence to analyse shoppers’ onsite behaviour, and connect real-time product and customer data, allowing marketers to launch personalised campaigns in seconds. This is used by by 30 percent of the world’s biggest retailers, including big brands like Staples, Tommy Hilfiger, Perry Ellis, and Teleflora.
In a similar vein, Betaout’s platform lets marketers build user intelligence databases, and provides them with the tools to engage these users through social, media, email, and more:
“Betaout brings expertise in channels beyond email, like Facebook, onsite, mobile push, SMS, that are critical to the future of the retail marketing tech stack. We are honored to welcome the team to Bluecore and work as one toward our common goal of creating a unified retail experience their customers while driving more performance with less effort for the brands.” Said Fayez Mohamood, CEO and Co-founder of Bluecore in a statement.
In a statement on their website, Betaout echoed this sentiment, claiming the companies share “the same mission to enable retailers in providing a highly personalised experience to their customers using best in class technology.”
Globally, Martech mergers and acquisitions hit record levels in 2017, and have been consolidating in 2018 as companies continue to seek ways to digitally transform their marketing efforts. India in particular has proven to be a hotbed for mergers and acquisitions in this sector. As the country continues to modernise, retail is transforming, and Bluecore now join a host of Western companies using acquisition as a way to gain a foothold in the rapidly growing local e-commerce industry.