On January 13, British customer engagement and cart reactivation specialist SaleCycle bought Beyable, a French company whose solutions for customer experience personalisation and site visit conversion will merge into a unique platform following the acquisition.

The platform, covering all stages of the conversion funnel, is designed to address the challenges faced by brands in transforming site visits into purchases. An element that has become especially strategic given rising customer acquisition costs for e-tailers, now more than ever keen on monetising site traffic.

“By combining identity resolution tools… and onsite personalisation, we are creating a platform that will smartly help brand engage with and convert each visitor,” said Fabien Sanchez, CEO of SaleCycle.

In practice, SaleCycle’s identification and multi-channel re-engagement solutions (via email, SMS, WhatsApp etc) will be boosted by the behavioural scoring and personalisation technologies developed by Beyable since 2014. The two companies’ complementary solutions target becoming a relevant alternative to those offered by US tech giants.

The acquisition will also help Beyable, which includes names like APC, Sisley and Saint-Gobain among its clients, to expand internationally. “Joining forces with SaleCycle enables us to extend our vision into a global dimension,” said Julien Dugaret, CEO of Beyable. Dugaret founded the company with Florian Papillon, Saidi Mohamed and Julien Delhomme.

The value of the transaction has not been disclosed. The newly created group has a portfolio of some 300 brands in the retail, travel and luxury sectors, among them Balenciaga, Breitling, Lacoste, Adolfo Dominguez and L’Occitane.