Retailers shift their ad spending from TV, radio and print ads to digital ads.
Zappedy becomes the latest in a series of acquisitions by the daily deals operator.
Groupon Inc. has acquired e-commerce technology company Zappedy Inc. for $10.3 million, according to a document Groupon filed yesterday with the U.S. Securities and Exchange Commission.
The Zappedy web site features a note that acknowledges the acquisition and states, “We’re excited to join the Groupon team!” A Groupon spokeswoman acknowledged the acquisition but declined to disclose the purpose of the deal.
Zappedy creates software applications aimed at helping bricks-and-mortar retailers better understand, attract and retain customers, according to the web site of venture funding company and Zappedy investor Innovation Endeavors. “Using data gathered from a mixture of direct feeds and credit card aggregators, Zappedy enables next-generation commerce, entertainment and mobile advertising applications that recognize customers’ offline purchases as well as their online activities,” reads the site.
The deal, which closed July 15, is the latest of in a series of acquisitions Groupon has made this year. For instance, it bought GroupsMore, a Malaysia-based online discount service, in January, and Pelago, creator of location-based check-in service Whrrl, in April.
Groupon filed paperwork for an initial public offering in June.