Bosses at Tyneside-based SaleCycle say the move is part of strategy to be a leader in its field
Fabien Sanchez, the CEO of SaleCycle.(Image: SaleCycle)
Online shopping conversion specialist SaleCycle has acquired a French marketing tech firm to create what is said to be a European leader in the space.
In an undisclosed deal, Tyneside-based SaleCycle – which helps brands re-cover abandoned online sales by re-engaging site visitors – has taken control of Beyable, a Paris-based provider of onsite personalisation and conversion optimisation services that employs 35. The combined business will serve more than 300 brands in the retail, travel, telecommunications and luxury products markets.
Announcing the move, 88-strong SaleCycle said it would create “one of Europe’s most advanced full-funnel conversion platforms” that would help ecommerce customers to convert more visitors. They say the combined business will offer identity resolution, behavioural intent scoring, onsite personalisation, A/B testing, and remarketing across email, SMS, WhatsApp and RCS.
Bosses said the acquisition furthered SaleCycle’s bid to be a leader in ecommerce performance. They said retail and ecommerce businesses are under increasing pressure to maximise return on marketing spend as acquisition costs rise and budgets tighten, and that its offer would help customer capitalise on existing investment.
Fabien Sanchez, CEO of SaleCycle, said, “This acquisition marks a pivotal moment for ecommerce performance. By bringing together identity resolution, behavioural scoring, and onsite personalisation, we are creating a platform that helps brands engage and convert every visitor intelligently in real time – something the market has been demanding for years.”
Julien Dugaret, CEO of Beyable, added: “Joining forces with SaleCycle allows us to scale our vision globally while continuing to deliver the agility and measurable ROI our customers value. This merge will enable us to address new markets and verticals that SaleCycle has supported for more than 15 years, creating new opportunities for growth and innovation for our customers.”
SaleCycle was founded in Durham 16 years ago. It has developed techniques to boost the performance of customers’ online shopping operations by identifying, retaining and re-engaging more of their online visitors.
The firm works with high profile brands such as Vodafone, Breitling, L’Occitane, and Best Western. Its most recent accounts show turnover of £11.15m and rise in operating profit from £441,485 to £1.37m as bosses said they concentrated on higher end brand clients amid weaker demand in overseas markets, including in Europe.
In 2018 the firm was backed with investment from BGF to support innovation and international expansion. Barry Jackson, regional partner at BGF, said: “It’s fantastic to see SaleCycle deliver against its strategy to build a European-owned martech platform that offers brands a trusted alternative to global marketing suites. This demonstrates the global potential of tech businesses based across the regions, and SaleCycle is a brilliant example of impressive international expansion from a North East HQ.”
