Wal-Mart Stores Inc.’s e-commerce research arm has made another acquisition, this one aimed at more effectively engaging consumers who shop both in stores and online.

@WalmartLabs announced in a blog post that it had acquired customer relationship management platform PunchTab for an undisclosed price. This is the fifteenth acquisition for @WalmartLabs since its launch in 2011 and its first since July 2014, when it acquired product technology company Luvocracy for an undisclosed price. Wal-Mart is No. 3 in the Internet Retailer 2015 Top 500 Guide.

In the deal, @WalmartLabs will acquire PunchTab’s technology as well as six employees, including PunchTab founder Mehdi Ait Oufkir.

“PunchTab’s first task is to leverage its software platform to enhance the ways we tailor offers to Sam’s Club members across our clubs, our mobile app and on Samsclub.com,” @WalmartLabs head Jeremy King and Samsclub.com CEO Jamie Iannone wrote in a joint blog post. “Like most of the technology we build at @WalmartLabs, we plan to apply what we build for Sam’s Club to Walmart’s other businesses, including Walmart.com.”

Punchtab provides software designed to enable consumer brands and retailers to collect data from consumers across a variety of digital and offline channels and to incent consumers across channels. It lists among its clients supermarket chain The Kroger Co., food products brand The H. J. Heinz Co. and multichannel retailer The Yankee Candle Co. Inc., No. 391 in the Top 500.

According to CrunchBase, PunchTab had raised $11.5 million in three rounds of funding since 2011, including a $6.3 million round in April 2014.