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B2C marketing cloud provider Emarsys bags US$33M to grow Asia presence

Marketing cloud

Funds will accelerate expansion in Singapore, Malaysia and Indonesia, and boost product innovation

Austria-based global B2C marketing cloud provider Emarsys announced today that it has raised a Series A US$33 million equity investment from San Francisco-based Vector Capital.

Vector Capital is a global equity firm with US$2.5 billion to fund established technology companies.

The company will use the funding to accelerate international growth in countries such as Singapore, Malaysia and Indonesia, invest in product innovation and expand its sales and marketing teams, according to an official statement.

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Founded in 2000, Emarsys is a global provider of cloud marketing software for B2C companies. It uses machine-learning and data science to convert raw consumer behavioural data into a deep understanding of customer identity. These enable true personalisation and multichannel delivery capabilities on an integrated cloud platform that will allow enterprises to maximise engagement with their customers.

The company claims that it currently serves 1,300 clients in 140 countries, over a 100 of whom are based in Southeast Asia, analyses more than a billion customer profiles and creates 250,000 personalised campaigns.

Tapping into Asia’s potential

Emarsys is optimistic about the market potential in Southeast Asia, with e-commerce penetration in Singapore at 51 per cent and Malaysia at 47 per cent. This year, Asia Pacific is expected to lead the world in e-commerce sales, accounting for 33.4 per cent of global e-commerce, compared to the US at 31.7 per cent and Western Europe at 24.6 per cent.

“Singapore is seeing a rapid shift from brick-and-mortar retail to multichannel retail, and there is a big focus now on increasing customer engagement and the lifetime value of online customers. The new Emarsys B2C Marketing Cloud is perfectly positioned to address the challenges and opportunities of B2C businesses here,” said Benjamin Glynn, Managing Director of Singapore at Emarsys.

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Global sports retailer Decathlon S.A – which is opening its Southeast Asia flagship store in Singapore by this year – has seen a marked increase in sales of 18 per cent since it has engaged Emarsys’ services.

“While we enjoyed a high volume of traffic online, we were experiencing lower than expected conversions and high abandonment. 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,” said Clarence Chew, Head of Marketing of Decathlon S.A.

“On top of recovering lost revenue, we have also effectively captured customer behavioural and transactional data, doubled our database, and have seen a significant increase in conversion rates,” he concluded.

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