• by Ray Schultz , November 1, 2022

Customer experience platform Emplifi has acquired Pixlee TurnTo, a specialist in user-generated content ratings and reviews. Terms were not disclosed.  

Emplifi will integrate the Pixlee TurnTo platform across its social marketing, live commerce and customer care workflows, the firm says. 

The goal is to “help brands close their customer experience gaps across marketing, commerce and care by amplifying authentic customer voices throughout the entire customer journey,” says Emplifi CEO Mark Zablan.  

Emplifi cites research showing that 70% of consumers consider UGC reviews or ratings prior to making a purchase. 

Zablan adds that Emplifi hopes to “help brands build authenticity and solve for content at scale.” 

In general, companies can “build trust and nurture their communities in an authentic way” by amplifying their customer advocates’ voices, says Heather Hershey, research director for IDC Worldwide Digital Commerce practice.

Headquartered in San Francisco, Pixlee TurnTo has over 90 employees and more than 1,000 clients. These GNC, Alo Yoga, Tumi, Carnival Cruise Lines and Kimpton Hotels & Restaurants.  

The purchase follows Emplifi’s acquisition of live commerce software provider Go Instore in September 2021.  

In March of this year, Emplifi received a growth investment at a valuation of more than $1 billion. The funding was led by Sixth Street Growth, with participation from the LionTree Merchant bank.