PAR Technology Corp., a foodservice technology provider, is acquiring Bridg, which anonymously connects in‑store transactions to privacy‑safe customer profiles. The transaction is expected to close in the first quarter.
Bridg’s proprietary Identity Resolution (IDR) platform uncovers previously unknown shoppers and integrates them into a c-store or other brand’s first‑party data set.
This will enable retailers, restaurants and consumer-packaged goods (CPG) companies to activate offers for previously anonymous shoppers and identify which marketing touchpoints drive spending.
Retailers and restaurants using Bridge + PAR can combine identity resolution with loyalty data and fill in the gaps on anonymous transactions and gain end‑to‑end visibility into the majority of customer activity, PAR said.
They will also be able to personalize nearly every customer journey, PAR said. Plus, deterministic purchase data will enable retailers, restaurants and CPG companies to measure marketing and media impact across nearly all transactions, it said.
The transaction is structured as an acquisition of substantially all Bridg assets for $27.5 million, subject to purchase price adjustments with a maximum total purchase price of $30 million and is payable in shares of New Hartford, Connecticut-based PAR Technology common stock. PAR Technology will also assume certain liabilities associated with the acquired assets.
“Adding Bridg will propel us toward delivering the industry’s most complete and intelligent platform, built to unlock 1:1 customer connections at scale,” said Savneet Singh, CEO of PAR Technology. “As we connect data seamlessly across every touchpoint, we will redefine what insight-driven execution looks like and empower brands to move faster, operate smarter and achieve stronger profitable growth in a marketplace that will only become more competitive.”
Bridg, Los Angeles, is a division of Cardlytics, Inc., which is based in Atlanta.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.