Retail technology businesses Shopfully, Media Central and Flipp are merging to form what they claim to be the largest global player in 'drive-to-store' marketing. The combined entity will serve thousands of blue-chip retailers and brands across 27 global markets, reaching over 400 million shoppers in Australia, Europe, Latin America and North America.

The merger brings together the leadership and management of Shopfully, Flipp and Media Central, and is expected to create an advanced digital merchandising network and shopper dataset. This integration aims to help retailers and brands connect with shoppers more effectively.

CEO of Shopfully and CEO Digital at Media Central Group, Stefano Portu, said: "Following the combination of Media Central and Shopfully last year, this integration is the natural next step in our strategy, creating a unified global leader in Drive-to-Store Marketing. Leveraging our unique, AI-powered marketing tech platform and investing jointly into product and technology will allow us to offer even greater value to our customers worldwide."

The new ownership structure will be led by majority owner Truelink Capital, and will include Insight Ventures, Bregal Unternehmerkapital, and Highland Europe.

Despite the merger, Flipp, Shopfully and Media Central will maintain their brands and continue serving customers in their respective markets. The transaction is expected to close by Q4 2024, subject to regulatory approvals and customary closing conditions.

Flipp, founded in 2008, connects North America's retailers and CPG manufacturers to tens of millions of high intent shoppers each week. Michael Silverman, CEO of Flipp, commented on the merger, "Shoppers expect seamless personalised experiences across their shopper journey, spanning both in-store and online touchpoints. By merging Flipp, Shopfully and Media Central expertise, we will offer a full range of drive-to-store solutions. This will ensure that shoppers are empowered with critical shopping content, while retailers and brands can leverage their promotions to drive shopper engagement."

Media Central Group is a European market leader in drive-to-store marketing solutions, represented by over 900 employees in 21 locations across Europe, Australia, and Latin America. Shopfully is an international tech company and leader in Drive to Store solutions, operating in 25 countries and partnering with over 500 top retailers and brands.