Haystack Buys Shopper Intelligence Specialist

Leuven, Belgium-based multisensory research firm Haystack International has announced the acquisition of shopper intelligence specialist Shopting, for an undisclosed sum.

Shopting was founded in 2013 and combines consulting services and big data technology to turn consumer and shopper insights into implementation plans, and tools for business planning and category management. The firm is active in North and South America, France, Belgium and Germany.

CEO Luc Demeulenaere will continue to play a key role in leading the acquired business, and says of the deal: 'The opportunity to leverage data for better business outcomes has never been this exciting. Becoming part of Haystack will allow us to seize a greater share of this market. We're excited by the scale and scope of projects that will open up to us, as well as the long-term growth opportunities'.

Haystack founder Ludovic Depoortere (pictured) says Shopting's unique expertise in linking consumer and shopper behavior together in an end-to-end solution will offer his firm's clients more help in turning insights into action, and 'embedding new intelligence at the core of their businesses'.

Haystack's senior team was strengthened last November with the arrival of a number of senior GfK Belgium Execs including, Kris Vloeberghs as MD for the country. The firm is online at www.haystack-international.com .