SPINS, a provider of CPG data, insights, and commerce solutions, has acquired MikMak, a developer of commerce intelligence and omnichannel orchestration. The acquisition assists SPINS’ vision to enable and measure engagement with shoppers throughout their buying journey, and across physical, digital, and agentic shelves.
As shoppers increasingly take multi-step journeys to purchase products (from social media, to digital landing pages, to in-store trial), the imperative for brands to deploy marketing dollars to the right surface at the right time to the right audience is growing stronger. The introduction of agentic commerce – the use of AI agents to answer questions, provide recommendations, and even action purchases – only accelerates the urgency.
“SPINS has been converting online buyers into offline purchases for over a decade,” said Jay Margolis, CEO of SPINS. “But the days of simple see-and-buy are behind us. Our customers are facing a more informed, more digital, and more complex shopper than ever before. By joining forces with MikMak, we are able to combine the industry’s best, most attribute-rich dataset with the best media platform to immediately improve our customers’ ability to plan, execute and measure modern shopper engagement.”
MikMak tracks, measures, and optimizes omnichannel activity, serving brands across multiple categories. In addition to CPG and grocery, they also serve customers in beauty, alcohol, personal care, and consumer electronics. This acquisition coincides with the imminent release of MikMak 4.0, a new marketing optimization platform.
“We are motivated by a powerful mission – to grow brands in real time,” said Rachel Tipograph, founder and CEO of MikMak. “In SPINS, we found a team that thinks the way we do and shares our relentless focus on helping customers keep pace with the evolving commerce world.”
The companies said their combined value proposition will be to deliver granularity to consumer preference and behavior – on shelf and online – that can power more relevant, more efficient marketing spend for brands of all sizes.
