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Endeit’s portfolio company Roamler, a company that provides businesses with B2B crowdsourced solutions, acquires Datlinq. This Dutch based data company is specialized in foodservice and food retail data. With this strategic acquisition Roamler can fully automate sales and marketing activities in the out-of-home and retail market as well as provide real-time insight into the results.
Datlinq owns data coming from different online sources, including consumers’ check-ins and reviews. Over the years, the company has built one of the biggest databases, containing more than 3 million out-of-home (OOH) locations in Europe. This online data set will be combined with millions of offline insights, coming from the field activity executed by the Roamler community across Europe.
Roamler and Datlinq will join forces in the areas of data collection, insight creation and crowd-based in-store activation, offering brands the opportunity to fully automate their sales and marketing activities in the out-of-home and retail market.
The out-of-home market is extremely volatile, with openings, closures, and concept changes affecting an average of 35 percent of outlets every twelve months. To maximize efficiency and ROI, brands must know where to set up shop and what to focus on at each specific location.
FMCG brands find it generally difficult to monitor the retail channel, as well as getting control over the actual marketing of their products in convenience stores and hospitality and entertainment venues sets. Therefore, real-time insight into in-store product availability, visibility, and sales provides a competitive advantage for consumer brands.
With the acquisition by Roamler, the companies can support manufacturers to launch their brands in the right location. In addition, FMCGs can monitor how their products are marketed to consumers in each of their outlets. Roamler’s clients include giant FMCG brands such as Unilever, Procter & Gamble, and Red Bull. Some of Datlinq’s clients are Unilever, Swinkels Family Brewers, Red Bull, Coca-Cola, Kraft-Heinz, Texel Brewery, FrieslandCampina, Duvel, and Van Geloven.
Since its first investment in Roamler in 2016, Endeit Capital has been supporting the company in its growth. In 2020 Roamler raised €20 million with Endeit Capital contributing again to accelerate further growth across Europe. Last year Roamler was named as one of the top 3 international scaleups in Europe. The acquisition of Datlinq will enable Roamler to further expand its services as well as develop activities in other European countries.
Roamler’s CEO, Jeroen ten Haave, is no stranger to Endeit Capital. Ten Haave was previously involved in customer contact company Unamic/HCN, which was sold to Xerox Company in 2011. At the time, Unamic/HCN was able to develop successfully through a “Buy & Build” strategy in collaboration with Endeit Capital. Ten Haave once again opts for this strategy to accelerate growth.
Founded in 2011 in the Netherlands, Roamler provides their clients with B2B crowdsourced solutions, delivering efficiency and quality execution of tasks by on-demand professionals and individuals. These “Roamlers” are recruited, trained, and matched to tasks according to their skills, experience, and location. The company is built to scale across verticals and geographies and started in field marketing for retail and in-home installations and repairs. The latest added vertical, Roamler Care, is offering healthcare assistance to communities of patients.
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