Singapore's online to offline (O2O) platform, Shoffr, has been acquired by Microsoft-backed consumer intelligence group, Affle. The acquisition includes the business, brand name, intellectual property rights, business relationships, assets technical information, and employees of Shoffr, with effect from 19 February.
Shoffr claims that the company enables online-to-offline consumer journeys by converting online engagements into in-store walk-ins and transactions. This is done by displaying offline retail stores' inventories online via API and programmatic links. It also provides catalogue and order management services.
This acquisition will help to strengthen its consumer and enterprise platforms. It also allows brands to accurately attribute the effort of digital marketing on in-store traffic and transactions.
This acquisition also marks Affle's third acquisition in the past 12 months, with Vizury in September (with an estimated US$10 million) and Markt in March to expand its O2O commerce business.
