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IRR News: Boomerangme Target Agencies, Vista Takes EngageSmart Private...Reese’s Sweeps Blooper...More Personalization

Here’s a periodic RRN roundup of news on all aspects of the incentive rewards and recognition business.
Boomerangme cards targets ad agencies...Vista Equity Partners buys Engagesmart loyalty...Reese’s sweepstakes reportedly runs afoul of rules...Expect huge increase in personalization.

Boomerangeme Cards Targets Ad Agencies
EngageSmart Goes Private
Reese’s Sweepstakes Flaw Offers Reminder for All Marketers
When it Comes to Personalization, We Haven’t Seen Anything Yet

Boomerangeme Cards Targets Ad Agencies Boomerang

BoomerangMe offers a white-label SaaS loyalty platform specifically to advertising agencies to “enhance their services, reduce churn, and boost revenue.” The company says it has “helped over 500 agencies double their return rates and increase revenue by 30% or more using our digital loyalty cards.”
The company claims it’s digital loyalty card platform is “designed for advertising services teams, helping you increase your clients' lifetime value (LTV) while also building long-term relationships. We've helped over 500 agencies gain lifetime clients, double their return rates, and increase revenue by 30% or more.”
This may be the only loyalty tech platform RRN knows of that targets agencies.

EngageSmart Goes Private EngagementSmart

EngageSmart, Inc., a provider of vertically tailored customer engagement software and integrated payments solutions, announced that it will acquired by Vista Equity Partners, a global investment firm focused exclusively on enterprise software, data and technology-enabled businesses. It was reportedly an all cash deal of $4 billion.
“EngageSmart is a demonstrated leader in delivering mission-critical solutions for modern businesses and simplifying customer and client engagement for over a hundred thousand organizations,” says Michael Fosnaugh, Co-Head of Vista’s Flagship Fund and Senior Managing Director. “We look forward to working with EngageSmart as they continue to innovate, scale and empower organizations to better serve their customers.”

Reese’s Sweepstakes Flaw Offers Reminder for All Marketers Reese's

Remember: state and federal lottery laws forbid companies from running sweepstakes or contests that require a purchase. Reese reportedly ran afoul of those laws by advertising on packs of peanut butter that “You could win $25,000” and, in smaller print, “See details inside.” Only after opening the package could consumers find in small print that no purchase was necessary.

When it Comes to Personalization, We Haven’t Seen Anything YetHappy Birthday

Artificial intelligence promises to take personalization to an entirely new level by helping organizations better time critical points of decision or anniversaries of past experiences to increasingly target their offers. As with any other powerful tool, humans are needed to add the emotional intelligence even the best AI can failure spectacularly at. AI isn't required to thank people on their birthdays but the offer demonstrates where marketing will go once AI is put to use to better identify the paths of our critical buying decisions without being intrusive. 

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