Commentary

Publicis Gets Into The Omni-Channel Marketing Game With Expicient Acquisition

Perhaps you've heard of the omnichannel approach to consumer marketing? Basically, it's a concerted effort to guarantee the consumer's shopping experience is a seamless one as they move from digital to physical. It's a growing area of focus for marketers and Publicis is getting into the game.

The agency has acquired Expicient, an omni-channel-focused marketing services firm. Publicis will integrate Expicient into its Publicis.Sapient platform under the Rosetta brand. 

Of the acquisition, Publicis.Sapient CEO Alan Herrick said: “Today’s always-on consumer makes no distinction between devices and channels and as a result our retail clients are increasingly looking for us to build systems -- inventory, supply chain, omnichannel commerce that enable the experience a 2015 consumer demands. Expicient joining Publicis.Sapient allows us to significantly strengthen our clients’ ability to integrate offer information, order information, inventory information and pricing information across channels which is a significant change from a world where the online stores and physical stores operated separately."

advertisement

advertisement

Next story loading loading..