SAP Announces Plan to Acquire Gigya to Strengthen Position in Omnichannel Customer Experience

SAP Announces Plan to Acquire Gigya to Strengthen Position in Omnichannel Customer Experience

Gigya’s Acquisition to strengthen SAP’s position in omnichannel customer experience

In a major announcement, SAP has announced that it has entered into an agreement to acquire Gigya, a market leader for customer identity and access management. The acquisition, once complete, would bring Gigya’s consent-based identity data platform and SAP Hybris Profile data matching and enrichment capabilities under a single, unified MarTech platform. At the time of publishing this news, the terms of the deal are yet to be disclosed. The transaction is expected to close in the final quarter of 2017, subject to regulatory approval.

Gigya +SAP to Drive Personalized Experiences along Customer Journey 

SAP customers would the benefits, as the two companies plan to add personalization across all customer touch-points, allowing users to maintain control of their data. Major independent analyst firms including Forrester Research have recently positioned Gigya as a top vendor in Customer Identity Management.

Acquisition is Formal Extension of Their Existing Partnership

Gigya, an SAP Hybris partner since 2013, has customers already using a solution extension from SAP Hybris and Gigya. This acquisition will enable the teams to further build upon this existing strong relationship.

Gigya currently manages 1.3 billion customer identities in order to build identity-driven relationships for its enterprise clients.

SAP Hybris to Pilot Consent-Based Customer Identity Management for Better Personalization

Gigya’s technology provides new capabilities to consumers across channels and touchpoints, builds rich intelligent profiles and creates a consent-based approach to personalization across sales, service, and marketing.

Carsten Thoma, President, SAP Hybris
Carsten Thoma, President, SAP Hybris

Carsten Thoma, president and co-founder of SAP Hybris, said,  “Gigya brings a wealth of skills and expertise that will significantly enhance the SAP® Hybris® Profile solution and allow us to take leadership of the emerging customer identity and access management market. Consumer trust is the main currency to succeed for customer-driven organizations. This is what Gigya is known and recognized for.”

Mission Gigya: SAP Hybris Takes a Giant Leap into Building Persona-based Marketing Experiences

By way of the acquisition, SAP Hybris intends to become the first organization to offer a cloud-based data platform enabling companies to profile and convert new customers, gather accurate conclusions from disparate consumer engagement sources and collect data for enhanced consumer choices that are in line with regulations.

Patrick Salyer, Chief Executive Officer at Gigya
Patrick Salyer, CEO,  Gigya

Patrick Salyer, CEO of Gigya, said, “Combining the data matching and enrichment capabilities of the SAP Hybris Profile with Gigya’s consent-based identity data and access management platform will allow us to identify consumers across channels and offer a robust single consumer profile. This is a vital step for digitalizing businesses because companies need to be able to draw accurate conclusions seamlessly across all channels, including web, mobile, in-store or connected devices, and the Internet of Things, as well as collect data about consumer preferences. Together, we are well positioned to drive more effective marketing, sales, and service through data, while the customer stays in control of how much data is shared.”

Gigya Likely to Join into SAP Hybris’ Customer Engagement and Commerce BU

Currently, Gigya has more than 300 employees and is headquartered in Mountain View, California. The company’s operations will become part of the SAP Hybris business unit for customer engagement and commerce.

Gigya’s customer identity and access management platform helps companies build digital relationships with their customers. Its platform allows companies to manage customers’ profile, preference, opt-in, and consent settings, with customers maintaining control of their data at all times. Customers opt in and register via Gigya’s registration-as-a-service, which addresses changing geographical privacy issues and manages compliance requirements such as the upcoming General Data Protection Regulation (GDPR).

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