IPG-owned data and insight giant Acxiom has become the first company in Europe to strike a partnership deal with Antavo, a cloud-based technology provider which powers the loyalty schemes of KFC, BrewDog, BMW and PepsiCo.
With customer acquisition costing five times more than customer retention and many brands unprepared for the cookieless era, Antavo maintains that more advanced, cloud-based customer loyalty programmes are needed.
As a certified implementation partner, Acxiom will be able to showcase Antavo Loyalty Cloud to its entire client base – as well as Antavo customers and prospects – and assure brands of Acxiom’s ability to handle both implementation and ongoing support, within its customer intelligence solutions.
Acxiom’s clients include Heathrow Airport, Channel 4, BT and Merlin Entertainments.
As a pure-play loyalty technology provider with a product that can support a wide range of loyalty strategies, Antavo works with certified partners such as Acxiom to support brands on the strategy, implementation and integration of its loyalty product into brands’ existing technology stacks.
Antavo’s omnichannel platform allows companies to collect and connect data from all sources to provide personalised loyalty campaigns. These range from traditional ‘earn and burn’ loyalty programmes, focused on purchases and transactions, to sophisticated programmes that reward members for friend referrals, data profile completion, social media engagement, community building and lifestyle activities.
The company already works on the KFC Rewards Arcade, devised by agency Rapp, Club Rip Curl, Planet BrewDog, JoJo Clubhouse and Beer Hawk’s Beer Tokens, as well as PepsiCo loyalty campaigns in Russia.
It is claimed that Acxiom’s customer intelligence solutions enable brands to improve customer acquisition, retention and growth results by more than 30%, through cloud-first, AI-enabled approaches that deliver better customer experiences based on a better understanding of people.
Acxiom head of EU platform partnerships Jason Skelton said: “We’re thrilled to have become Antavo’s first certified implementation partner in Europe, through the Antavo Academy Partner Programme. Our previous experience with Antavo’s platform gave our team the ability to quickly master the technical aspects of training. It’s great to see their hard work and dedication resulting in Acxiom achieving this status and we look forward to bringing this advantage to more of our clients.”
Antavo was founded in London in 2012 by four Hungarian co-founders. Chief executive Attila Kecsmar commented: “Enabling an ecosystem of partners to implement the Antavo platform is a key part of our growth strategy. As partners build competency in Antavo it unlocks new revenue streams for them.
“Having previously worked alongside the team at Acxiom on major projects, they were a natural fit to lead the way with our Antavo Academy Partner Programme. Through this certification, we’re confident we can work together to deliver the full scope of an end-to-end loyalty programme for Acxiom’s customers.”
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