Aimia buys online CRM specialist

Loyalty management specialist Aimia, which owns the Nectar loyalty card programme in the UK, has strengthened its operation by acquiring US-based customer loyalty marketing platform Smart Button in a cash deal valued at £11.6m.
Smart Button offers a set of CRM tools to help clients better analyse customer behaviour and identify, retain, and build their existing customer base.
Through its online platform, the firm can capture, track, manage, and analyse customer transaction information, and use the resulting data to reward customer behaviour.
The acquisition is part of Aimia’s strategy to strengthen its existing products and services, and will be used to beef up Nectar and Insight 2 Communication, its insight and data analytics joint venture with Sainsbury’s.
Aimia US president and chief executive Michael Zea said: “Smart Button is a great addition to the Aimia family and provides increased access to the high potential loyalty market, complementing our existing presence.”
Earlier this year, the company overhauled its UK management team after handing EMEA chief executive David Johnston the role of global group chief operating officer. The move saw Dutchman Jan-Pieter Lips move up from managing director of Nectar UK and Rewards Management to become president for the EMEA region.