PAR Technology to buy Bridg to unite loyalty and in‑store data

Foodservice exertion supplier PAR Technology has entered an statement to get shopper quality and individuality solution level Bridg from Cardlytics.

As agreed, PAR Technology volition get each Bridg’s assets for $27.5m, taxable to acquisition terms adjustments. The information volition beryllium paid successful PAR Technology communal stock, with a full acquisition terms of up to $30m.

The acquisition aims to nexus loyalty and in‑store transaction information for restaurant, retail and user packaged goods (CPG) operators, expanding PAR’s capabilities successful data‑driven lawsuit activation and measurement.

PAR Technology CEO Savneet Singh said: “Adding Bridg volition propel america toward delivering the industry’s astir implicit and intelligent platform, built to unlock 1:1 lawsuit connections astatine scale.

“As we link information seamlessly crossed each touchpoint, we volition redefine what insight-driven execution looks similar and empower brands to determination faster, run smarter, and execute stronger profitable maturation successful a marketplace that volition lone go much competitive.”

Bridg’s Identity Resolution level tin person in‑store transactions into lawsuit profiles, linking antecedently unidentified shoppers to a brand’s first‑party data.

PAR Technology plans to leverage this capableness with the extremity of unifying loyalty and non‑loyalty transaction information for retail, restaurant, and CPG clients.

By combining Bridg’s individuality solution with PAR’s loyalty and lawsuit engagement tools, the companies mean to supply full‑funnel visibility into lawsuit activity, including antecedently anonymous transactions.

The integration is designed to alteration brands to activate offers for a broader acceptable of shoppers, personalise lawsuit journeys astatine scale, and property selling and media walk to in‑store and different transactions utilizing deterministic acquisition data.

The unified information acceptable is expected to enactment closed‑loop attribution models, allowing retailers, restaurants, and CPG companies to measurement the interaction of campaigns and media crossed astir lawsuit interactions and transactions.

Bridg has provided individuality solution services to the retail assemblage since 2012, moving with grocery, convenience, and quick‑service edifice operators to link in‑store purchases to privacy‑compliant lawsuit profiles.

The transaction is expected to adjacent successful this quarter, taxable to customary closing conditions.

Last month, PAR Technology introduced Smart Passes, a wallet-based loyalty instrumentality for restaurants.

"PAR Technology to bargain Bridg to unite loyalty and in‑store data" was primitively created and published by Verdict Food Service, a GlobalData owned brand.