Alliance Data Systems Corp., provider of transaction services, credit services and marketing services, has acquired e-mail marketing company Bigfoot Interactive. It will become part of Alliance Data’s Epsilon subsidiary. Alliance Data paid $120 million. Bigfoot has annual sales of $30 million. The company did not release details about Bigfoot’s earnings.
Al DiGuido, CEO of Bigfoot Interactive, will become president of Epsilon Interactive. “We are extremely excited to be part of the Alliance Data Systems and Epsilon family” DiGuido said. “We all believe that the marketing service leaders of tomorrow will be defined by their ability to help marketers efficiently leverage customer data, knowledge and communication channels to produce timely, relevant, and integrated dialogues with key prospects and customers. This combined product and service offering gives marketers access to the most comprehensive customer optimization solutions available under a single brand. We look forward to building the new benchmark organization in marketing services for many years to come.”
Bigfoot Interactive’s 85 full-time employees are expected to remain as part of the transaction. Alliance Data says Bigfoot will play a major role in the development and expansion of Alliance Data`s loyalty and marketing services in North America. Bigfoot has 165 brands and divisions across its client base, including Amazon Services, Target and Expedia.
Alliance Data says the acquisition will give it a stronger presence in financial and retail industries; new capability to provide large-scale, highly targeted e-mail communications and marketing integration, and automation; an integrated real-time marketing platform capable of delivering segmented and highly customized programs in direct mail, e-mail and call centers; and expanded capabilities around integrated e-mail/direct mail customer communications.