“We had been taking a wait-and-see approach with mobile to see what direction it took,” said John Rizzi, CEO of e-Dialog. “We already had a strong presence in Europe where the market is more mature. We realized the opportunity is real and that customers are really adopting it.”
No layoffs are planned, according to e-Dialog, which is part of GSI Commerce’s Marketing Services division. M3’s staff will report to Rizzi.
“It’s important that consumers’ experience is similar in mobile as in other channels they already use,” said Rizzi. “They’re used to highly sophisticated e-mails from their favorite retailer, and they expect the same in the mobile world.”
There are no client conflicts between the two companies, said Rizzi.
Last fall, GSI Commerce made two acquisitions to strengthen its interactive offerings. The company bought Retail Convergence, which operates e-commerce site RueLaLa.com, and affiliate marketing agency Pepperjam.
Representatives from e-Dialog and M3 could not be immediately reached for comment.