Sonae IM and Nielsen invest millions in Israeli disruptive marketing platform
Sonae IM and Nielsen invested $6m in ciValue, an Israeli company that created a segmented marketing platform for the retail sector. This platform allows companies to better know their costumers.
Portuguese Sonae IM, and the North-American consulting company, Nielsen, have participated with $6 million in an investment round for the Israeli company ciValue, which has built a segmented marketing platform and a portal for retail suppliers. According to Sonae’s subsidiary, this is a disruptive marketing company and the investment “comes in a time when the retail sector is undergoing a rapid transformation”.
ciValue’s products and services will allow Sonae to access more of its clients’ information, as it tries to increase customer retention. “Wholesalers are now facing a growth in market competitiveness as new retail companies emerge, so they are on the quest for new customer retention strategies as well as investing in ways to increase their sales. For that to happen, they need to have a deep familiarity with their consumers’ interests, so that they are able to accompany the shifts in the market”, the company’s statement read.
Wholesalers are now facing a growth in market competitiveness as new retail companies emerge, so they are on the quest for new customer retention strategies as well as investing in ways to increase their sales. For that to happen, they need to have a deep familiarity with their consumers’ interests, so that they are able to accompany the shifts in the market
Eduardo Piedade, Sonae Im’s CEO, announced that the new company on Sonae’s portfolio is “providing a distinctive technology and represents a clear step forward for the wholesaler”, allowing them to “place themselves as the leaders of the precision marketing customization”.
The investment round also counted with the participation of Emery Investments and “several other investors”, according to the same statement. “ciValue developed a single cloud platform, which makes the customization of offers from the so-called Fast Moving Consumer Goods (FMCG) movement easier to use by wholesalers, increasing their connection with their clients, and potentially increasing the customer retention, which will also turn out to be a profitable situation for suppliers”, Sonae added.
