SAP to Acquire Emarsys, Expanding Omnichannel Engagement Capabilities

SAP has entered into an agreement to acquire Emarsys to bolster the SAP Customer Experience Portfolio with Emarsys’ cloud-based marketing capabilities. The platform’s capabilities are designed to help retailers offer personal customer interactions across email, mobile, social, SMS and the web at scale.

The ultimate goal of the acquisition is to offer a solution that enables retailers to connect every part of their business to the shopper, including experience data. SAP wants to create a product portfolio that can be used for a “commerce anywhere” strategy — one that allows for personalized digital experiences at any channel at any time.

“The success of brands worldwide depends today on their ability to offer a compelling customer journey and to cater to the individual expectations of customers,” said Christian Klein, CEO of SAP in a statement. “To meet these expectations, front-office data must be integrated with back-office capabilities and with individual customer feedback.”

Emarsys has more than 800 employees across 13 offices including London, Berlin, Sydney and Budapest, as well as a U.S. headquarters in Indianapolis. Its operations will become part of the SAP Customer Experience business unit after the transaction closes, which is expected in Q4 2020. Terms of the deal were not disclosed.


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