SPINS Acquires MikMak to Enhance Omnichannel Commerce Intelligence and Orchestration
On January 14, 2026, SPINS, a distinguished leader in providing consumer packaged goods (CPG) data and insights, announced a significant acquisition. The company has acquired MikMak, an essential player in commerce intelligence and omnichannel orchestration. This strategic move is set to accelerate SPINS' vision of enhancing shopper engagement and measurement across various platforms, including digital and physical stores.
The evolution of consumer purchasing behavior has prompted brands to rethink their strategies. Nowadays, shoppers embark on multi-step journeys before making purchases. This journey often begins on social media, continues through digital landing pages, and may culminate in physical stores where products are trialed. As a result, companies must ensure that their marketing dollars are being effectively utilized, targeting the right audience at the right time and place.
With the introduction of agentic commerce—where AI agents assist in answering queries, offering recommendations, and facilitating purchases—the urgency for brands to adapt is greater than ever. Jay Margolis, the CEO of SPINS, emphasized this transition, stating that the simplicity of traditional purchasing is a thing of the past. Today's consumers have access to more information than ever before, creating an increasingly complex shopping environment. By aligning with MikMak, SPINS aims to leverage an extensive dataset alongside a leading media platform to empower brands in planning, executing, and evaluating their customer engagement strategies.
MikMak boasts unmatched expertise in tracking and optimizing omnichannel activities, catering to various sectors such as CPG, grocery, beauty, alcohol, personal care, and consumer electronics. This acquisition also aligns perfectly with the upcoming release of MikMak 4.0, a cutting-edge platform designed to enhance brands' abilities to strategize their marketing investments across their entire technological landscape and partner networks.
Rachel Tipograph, the Founder and CEO of MikMak, articulated the company’s mission to aid brands in real-time growth. According to her, the alignment with SPINS presents an opportunity to combine two innovative forces in the industry, with a shared commitment to evolving techniques that enhance customer experiences. This partnership promises to deliver unparalleled consumer insights and preferences, both on digital shelves and in-store.
The combined strengths of SPINS and MikMak are expected to yield a refined understanding of consumer behaviors, which in turn will enable brands to optimize their marketing spends. By harnessing intelligence from both organizations, partners can expect heightened relevance in their strategies, making every marketing dollar more impactful.
BrightTower, an investment banking and M&A advisory firm located in New York City, played a crucial role in this acquisition. As the exclusive financial advisor for MikMak, BrightTower's involvement underscores the growing trend towards strategic partnerships in the tech-driven marketplace.
As the retail landscape continues to evolve, SPINS and MikMak are paving the way for a future that prioritizes data-driven insights and seamless shopping experiences. This acquisition is not merely a transaction but a transformative step towards reimagining how brands engage with consumers across various touchpoints in their purchasing journey.
The evolution of consumer purchasing behavior has prompted brands to rethink their strategies. Nowadays, shoppers embark on multi-step journeys before making purchases. This journey often begins on social media, continues through digital landing pages, and may culminate in physical stores where products are trialed. As a result, companies must ensure that their marketing dollars are being effectively utilized, targeting the right audience at the right time and place.
With the introduction of agentic commerce—where AI agents assist in answering queries, offering recommendations, and facilitating purchases—the urgency for brands to adapt is greater than ever. Jay Margolis, the CEO of SPINS, emphasized this transition, stating that the simplicity of traditional purchasing is a thing of the past. Today's consumers have access to more information than ever before, creating an increasingly complex shopping environment. By aligning with MikMak, SPINS aims to leverage an extensive dataset alongside a leading media platform to empower brands in planning, executing, and evaluating their customer engagement strategies.
MikMak boasts unmatched expertise in tracking and optimizing omnichannel activities, catering to various sectors such as CPG, grocery, beauty, alcohol, personal care, and consumer electronics. This acquisition also aligns perfectly with the upcoming release of MikMak 4.0, a cutting-edge platform designed to enhance brands' abilities to strategize their marketing investments across their entire technological landscape and partner networks.
Rachel Tipograph, the Founder and CEO of MikMak, articulated the company’s mission to aid brands in real-time growth. According to her, the alignment with SPINS presents an opportunity to combine two innovative forces in the industry, with a shared commitment to evolving techniques that enhance customer experiences. This partnership promises to deliver unparalleled consumer insights and preferences, both on digital shelves and in-store.
The combined strengths of SPINS and MikMak are expected to yield a refined understanding of consumer behaviors, which in turn will enable brands to optimize their marketing spends. By harnessing intelligence from both organizations, partners can expect heightened relevance in their strategies, making every marketing dollar more impactful.
BrightTower, an investment banking and M&A advisory firm located in New York City, played a crucial role in this acquisition. As the exclusive financial advisor for MikMak, BrightTower's involvement underscores the growing trend towards strategic partnerships in the tech-driven marketplace.
As the retail landscape continues to evolve, SPINS and MikMak are paving the way for a future that prioritizes data-driven insights and seamless shopping experiences. This acquisition is not merely a transaction but a transformative step towards reimagining how brands engage with consumers across various touchpoints in their purchasing journey.
Topics Business Technology）
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