NetSuite is buying cloud-based commerce marketing firm Bronto Software for about $200m, to enhance its cloud-based omnichannel commerce suite.
Bronto offers a cloud-based marketing platform to retail brands like Armani Exchange, Timex and Gander Mountain. The company’s tools allow retailers to run email and cross-channel marketing campaigns.
Headquartered in Durham, North Carolina, Bronto has offices in New York, Los Angeles, London and Sydney.
Bronto’s marketing automation system is expected to be incorporated into NetSuite’s SuiteCommerce cloud-based platform, delivering operational capabilities ranging from order and inventory management to worldwide multi-currency and multi-country tax compliance.
NetSuite CEO Zach Nelson said: "This combination, for the first time ever, ties a rich marketing automation system with a cloud-based omnichannel commerce platform. The capabilities this solution will deliver are transformational."
Bronto said it will operate as an independent business unit of NetSuite and its existing leadership team will continue to assist the organisation.
Subject to regulatory approvals, the transaction is expected to be completed in the second quarter.
Bronto Software CEO Joe Colopy said: "Today’s consumers expect brands to know them across every channel and marketing touchpoint.
"We’re thrilled to bring Bronto’s industry leading commerce marketing capabilities to NetSuite’s commerce solutions. This will help merchants to better engage with their customers, drive repeat purchases and build lifelong loyalty."