Reach Influence Raises $5 Million to Power the Shopping Experience

By Noelle Sciarini on February 24th, 2015 / Comments

Last month, Detroit-based startup reach | influence announced their recent gain of $5 million in capital investment. Led by Rich Helppie’s Vineyard Capital Group and Detroit Venture Partners (DVP), this new round of investment will allow the technical and design services company to grow their their marketing analytics services for the retail industry.

“Rather than supplying a single piece of technology or software with no personalized support, reach influence provides the whole package,” Dettloff said. “We create, launch, and continually manage programs to engage shoppers with compelling offers they really want and will actually use.”

The investment will be used to grow its customer-facing team and a move to downtown Detroit will offer a chance to make even more connections and partnerships with other investors.

“We are expecting significant growth in 2015 through new partnerships, increased clientele and advancements in our technology,” said Marketing Director, Susan Dettloff.

Originally formed in 2005 as Market Basket Rewards, the company’s initial focus was on offering continuity programs to retailers such as earning points for shopping or redeeming rewards and gifts. By 2010, there was a push to migrate these retailers to digital programs but more importantly, to collect valuable data in order to gain customer insight.

“Daily transaction data is collected, enabling us to understand how shoppers are behaving in a variety of ways,” Dettloff said. “This insight allows our team to deliver the right ‘message’ to the right ‘person’ at the right ‘time.’”

After a series of changes in ownership and branding, the new company reach | influence was officially launched in February 2013. Throughout the past few years, the focus has always remained on providing valuable and relevant service to retailers, and also keeping shoppers at the center of marketing communications.

Dettloff credits this expert service as the real reason for why reach | influence has generated so much success for over 700 independent retail locations, including companies such as Elk County Foods, Neiman’s Family Market and Hiller’s. It’s clear that with this next round of investment, reach | influence will continue to build and create great things for their clients.

For more information about reach influence, please visit their website.


About the Author

Noelle Sciarini

Noelle Sciarini is a recent graduate from Michigan State University. Now an Ann Arbor resident, she fills her spare time with reading, writing, and the occasional road race. Find her on Twitter: @NoelleSci.