NetSuite has entered an agreement to acquire Bronto Software, a privately held cloud-based commerce marketing company, in a cash and equity transaction valued at $200 million.
The cloud-based ERP and omnichannel commerce software provider expects to close the transaction in the second quarter of 2015, subject to certain closing conditions and regulatory clearance.
Email marketing provider Bronto Software supplies its commerce marketing automation platform to more than 1,400 brands while NetSuite’s SuiteCommerce B2B and B2C platform supports more than 3,000 brands.
“This combination, for the first time ever, ties a rich marketing automation system with a cloud-based omnichannel commerce platform,” stated NetSuite CEO Zach Nelson. “The capabilities this solution will deliver are transformational. Just as customers demand seamless cross-channel shopping experiences, they increasingly expect companies to communicate consistently through all of their digital experiences – on site, at stores, in email or through social or mobile. By combining the two companies’ offerings and technology, we can help merchants deliver relevant and consistent digital commerce experiences throughout the customer journey.”
Established in the cloud in 2002, Bronto Software executes commerce marketing automation natively on campaigns driven by orders and other commerce-specific elements.
“Today’s consumers expect brands to know them across every channel and marketing touchpoint,” stated Bronto Software CEO Joe Colopy. “Providing that type of experience demands a unified approach to digital engagement, whether driving transactions online or offline or engaging with them through website, email, mobile or social. We’re thrilled to bring Bronto’s industry leading commerce marketing capabilities to NetSuite’s commerce solutions. This will help merchants to better engage with their customers, drive repeat purchases and build lifelong loyalty.”
Bronto’s range of capabilities include: messaging tools, drag-and-drop tools to create multi-step automated campaigns, marketing CRM with list management and segmentation tools, and omnichannel functionality that provides a single view of the customer, and features like e-receipts and coupon management.