dunnhumby invests in Aptaris

dunnhumby, a global customer science company, said it acquired an equity stake in Tampa, Fla.-based Aptaris, an enterprise marketing and promotions management company. The investment follows the announcement of a strategic partnership agreement in January between dunnhumby and Aptaris to integrate their complementary software solutions.

By partnering with Aptaris, dunnhumby said it is able to extend its science and data analytics to more retailers. This investment accelerates joint development on a new single end-to-end promotions management solution that will enable stakeholders in the promotions planning process to conduct real-time modeling and simulation, forecast the impact of the total advertising circular performance, and make smarter choices that drive category growth and long-term customer loyalty.

“This investment demonstrates dunnhumby’s confidence in our progressive approach to solving our clients’ challenges and the value of our combined solution to retailers’ businesses,” said Tom O’Reilly, CEO, Aptaris. “The ability to leverage science and data to deliver more relevant and even personalized promotions creates real competitive advantage for retailers ready to move past outdated spreadsheet systems."