NetSuite has completed its $200m acquisition of web marketing tool company Bronto Software, in a move that will see the firm boost its e-marketing offerings.
Andy Lloyd, general manager of Commerce Products at NetSuite, announced the closure of the deal, and said it would merge NetSuite's multichannel e-commerce platform with Bronto's systems.
"Together, this technology can help brands to deliver relevant and consistent digital commerce experiences throughout the customer journey," he said.
Bronto Software's chief executive, Joe Colopy, echoed Lloyd's sentiments and added: "With a combined Bronto and NetSuite solution, businesses now have a single platform to better engage with their customers, drive repeat purchases and build lifelong loyalty."
Bronto currently provides web-hosted marketing tools for businesses, and boasts some 1,300 customers including Notonthehighstreet.com, Trek Bikes, Armani Exchange and Samsonite.
These tools include automation for campaigns such as post-purchase queries, rating tools and review posts, as well as the ability to run campaigns across email, SMS and social sites from a single platform.
Prior to closing the acquisition deal, NetSuite said that adding Bronto's tools will enable the firm to broaden its offerings beyond the core areas of ERP and e-commerce.
Back in April, Lloyd told V3 that there is a growing need among businesses to have all their commerce tools, from ERP to stock inventory and now marketing, on a single platform.
The move for Bronto will enable NetSuite to provide this, offering firms a more "seamless" way to market and deliver products to customers.
"More and more of the relationships brands are having with customers are digital and there are all kinds of information and interactions you can have through different channels - email, social, mobile and on websites," Lloyd said.
"So a brand wants to provide a cohesive customer journey when they visit or shop online and that's definitely something customers have told us they want so they can more easily manage their marketing and sales."
Colopy also told V3 that the company felt its products would align well with those from NetSuite and that it would help to broaden its reach into new areas.
"On some levels we are at top of the game in this market but we are at a time when we want to shift to the next level and differentiate our offerings, so we will bring commerce marketing and omnichannel commerce together," he said.
NetSuite appears to be on a drive to boost the reach of its e-commerce platform, having recently announced mobile ERP and CRM apps for Windows 10 and the Apple Watch.
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