Dotdigital acquires personalization platform Fresh Relevance
The £25 million acquisition will enable global marketers and ecommerce teams to easily create personalized customer experiences
6 September 2023, London – Dotdigital, a marketing technology provider, has today acquired Fresh Relevance, a personalisation technology specialist, in a deal worth £25 million. The acquisition strengthens Dotdigital’s customer experience and data platform (CXDP) with a highly complementary cross-channel and website personalization offering.
Personalization continues to grow in importance for marketers: 76% of consumers say they’re more likely to purchase from brands that personalize interactions, with websites often representing the final gateway to customer conversion. And one third of marketers are spending 50% or more of their budgets on personalisation, while two thirds of North American and European ecommerce companies are planning to invest more into it in the future.
Dotdigital and Fresh Relevance have a strong existing relationship, having worked together since 2018 in a partnership capacity. The businesses already have an integration and growing joint customer base who use their solutions to deliver a seamless experience across inboxes, message centers and websites. The acquisition will further enable global marketers and ecommerce teams to create personalized website content in response to individual consumer profiles, and to adapt content easily according to shopper need. Fresh Relevance’s platform capabilities include triggered emails, product recommendations, onsite popovers, dynamic content, behavioral and geotargeting, optimization and customer data management. Fresh Relevance has more than 300 customers around the world spanning consumer and B2B ecommerce and travel. Customers include Rip Curl, Dreams, Hoseasons and Wowcher.
Milan Patel, Chief Executive Officer of Dotdigital, commented:
“On behalf of the Board and everyone at Dotdigital I would like to welcome Mike and his team to the organization. Having worked together as partners since 2018, we have been long-term admirers of Fresh Relevance, its talented staff and what it stands for. The cultural alignment across our now joint organizations means that customers old and new will soon reap the benefits of a more tight-knit offering.
“A brand’s website is the final gateway between shoppers and the checkout, so falling short of consumer expectations in this area can quickly result in a lost sale. By bringing together customer insights, cross-channel engagement, and on-site personalization capabilities, marketers can have a greater influence across the entire customer journey.”
Mike Austin, CEO and Founder of Fresh Relevance and incoming VP, Personalization at Dotdigital, said:
“Over the last years, Fresh Relevance and Dotdigital have built a very successful partnership, integrating our technologies to provide incredible value to our mutual customers. I couldn’t be more thrilled to be joining forces with Dotdigital, an organization whose values align so closely with ours. Bringing our industry-leading cross-channel personalization capabilities to Dotdigital’s customer experience and data platform will help marketers better engage with their customers, drive repeat purchases and build lifelong loyalty across all touch points. I’m proud of what the Fresh Relevance team has built and look forward to the next evolution of this market at Dotdigital.”
Dotdigital recently launched WinstonAI, a marketing intelligence engine, and an effective rebuild of the Dotdigital platform from the ground up, which allows users to unify customer profiles across channels..
Now part of the Dotdigital group, Fresh Relevance will continue to operate under its existing brand. Plans include further integration of the product offering and extending the Fresh Relevance product offering into Americas and APAC markets.
Dotdigital Group plc (AIM: DOTD) is a leading provider of cross-channel marketing automation technology to marketing professionals. Dotdigital’s customer experience and data platform (CXDP) combines the power of automation and AI to help businesses deliver hyper-relevant customer experiences at scale. With Dotdigital, marketing teams can unify and enrich their customer data, identify valuable customer segments, and deliver