Capillary Picks Up A Minority Stake In WebEngage; Partners For Omni-Channel Engagement Solution

In order to build an omni-channel for their overlapping customers, Bangalore-based CRM solutions provider, Capillary Technologies Pvt Ltd, has partnered with on-site customer engagement suite WebEngage. As part of the partnership, it has also picked up an undisclosed minority stake in WebEngage.

Says Avlesh Singh, co-founder of WebEngage, “Both Capillary and WebEngage have a good overlap of customers and this partnership will allow us to build a lot of value of our customers on both the platforms. It will also enable us to cross target based on consumer behaviour.” He added that this is a long term partnership and the two firms had been involved in a pilot for some months.

While Capillary’s forte is its cloud-based software solutions that helps retailers engage with customers through mobile, social, and in-store channels, WebEngage in its latest avatar has morphed into a multi-channel user engagement platform allowing ecommerce companies personalised engagement with their users across mobile, web, and email. Capillary has more than 170 major brands across 12,000 retail locations, in the US, UK, Middle East, South Africa and the Asia-Pacific region, as its clients. WebEngage, meanwhile, boasts of engagement with more than 30,000 websites across the globe.

Speaking on the rationale behind the partnership, Aneesh Reddy, co-founder and CEO of Capillary, stated, “Between Capillary and WebEngage we will be able to deliver a best-in-class omni-channel engagement solution for our customers. A lot of our customers, who  have both an online and offline presence, would hence be able to have a single view of their customers across channels and engage with them optimally. Let’s say if you are a Babyoye Customer and shop at their offline stores or Babyoye.com, Babyoye will be able to deliver a very similar experience in terms of product recommendations, coupons, loyalty programs, in store/onsite engagement to you.”

Aneesh also added that both firms are witnessing a lot of initial interest for the joint offering which should further improve as the partnership between both companies expands.

The investment in WebEngage adds to the growing list of Capillary’s investments and acquisitions. Last September, after raking in $45 Mn from Warburg Pincus, Sequoia Capital, and Norwest Ventures, it had acquired Hyderabad based Martjack-a multi-channel ecommerce platform and Ruaha Labs, which provides recommendation solution-as-a-service for ecommerce and digital content. It had also picked up a minority stake in a customer satisfaction management firm, Cloudcherry.

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