Impact Field Marketing Group (IFMG) strengthens its multi-channel offer with the acquisition of the collaborative platform Demooz

April 19, 2021

IFMG provides its clients with operational marketing solutions enabling them to implement ambitious brand strategies. It covers all channels from physical, digital to mobility. In order to meet its clients’ needs and expectations, the group has always integrated state-of-the-art solutions in its services range such as Virtual Reality, Crowdsourcing or Drive-to-Store. It now goes a step further with the acquisition of the Demooz platform whose offer is naturally compatible and ready to be rolled-out in all European countries the group operates in.

Demooz offers a solution based on a user community acting as ambassadors for client brands. Carefully selected and spread over the territory, these ambassadors play the role of demonstrators in their own homes, allowing potential customers to try more than 800 products in real conditions of use while taking part in a powerful experience sharing. With nearly 40,000 demonstrations carried out since inception, Demooz has succeeded in bringing a large community together, enabling manufacturers and retailers to significantly improve their customer acquisition.

For IFMG, this merger represents an additional step in supporting the marketing and sales strategies of its clients. Already considered as an expert in “phygital” operational marketing solutions, combining traditional physical sales and digital conversion, the group will now be able to complete its service offering with the Demooz community. This operation further enhances IFMG’s customer experience and satisfaction management while reinforcing its multi-channel positioning.

On this occasion, the group is also reorganizing its financial structure and transforms its debt into an impact debt (incorporating ESG considerations). The latter includes quantified objectives in various areas such as carbon emissions, gender equality and employee welfare which, once achieved, will reduce the cost of debt. This falls perfectly into the proactive ESG approach led by IFMG, shared by its shareholder 21 Invest France and now also supported by Zencap, which also provides the group with an additional acquisition financing line.

Jean-Dominique Castellani, General Manager of Impact Field Marketing Group declares: “We have been working with the Demooz teams for some time, and have been convinced both by the people and by the complementarity of their digital offering with ours. The Demooz community embodies the link that we lacked to create the most efficient phygital offers possible. Together we will be able to offer our customers a guaranteed return on investment throughout the consumer journey, from purchase intent to post-sales, with the required flexibility."

Stéphane Millet, CEO of Demooz comments: "We are very happy to join the Impact adventure. The synergies between our services are obvious and the Demooz platform will undoubtedly be a competitive advantage for the group. Brands are facing new challenges and together we have the solutions to meet them. The new paradigms created by the Covid crisis, the growing appetite for digital and the need to test increasingly technical products are changing consumption habits. We will in the right position to support manufacturers and retailers to adapt themselves and pursue their growth."

Fabrice Voituron, Managing Partner at 21 Invest France adds: "Today, IFMG has an institutional dimension and European ambitions already partly realized. The merger with Demooz reaffirms the group’s positioning which is at the same time agile, innovative and multi-channel. This is therefore an important step in the profound transformation that we have carried out with Jean-Dominique and his teams. IFMG is successfully coping with the current sanitary crisis, which allows us to maintain strong ambitions for development, both organically and through acquisitions, in Europe and/or on innovative solutions."

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