Product Registration Leaders Combine to Create Marketing and eCommerce solutions for Technology and Consumer Products Manufacturers

Product registration leaders Registria and Interaxis Marketing announced today their simultaneous acquisition and intent to merge to create a newly formed company backed by San Francisco-based private equity firm, Housatonic Partners. Interaxis Marketing, a leader in data-driven marketing solutions for manufacturers and Registria, the leading Software-as-a-Service (SaaS) platform for marketing, e-commerce, and post-sale service and support, will combine forces to form an omni-channel services company capable of delivering unparalleled life-cycle marketing solutions that allow manufacturers the opportunity to interact more directly with consumers.

In the near term, Registria and Interaxis will continue to service a long list of clients in the durable goods and technology sectors from offices in Palo Alto and Denver. The transactions will instantly bring new revenue opportunities to leading manufacturers of consumer goods and business to business technologies, while opening up a range of real-time marketing options to each. Automated life-cycle marketing programs, online owner centers, and integrated service, support, and knowledge management capabilities will enable the new entity to provide full-featured solutions at a greater value than in-house solutions or those delivered through traditional system integration efforts.

“We have effectively combined the best technology assets and deepest industry expertise into a well-capitalized company,” said Chris McDonald, CEO of the combined firm. “Interaxis brings a remarkable list of blue chip clients and an exceptional service reputation. Registria’s SaaS platform immediately expands the value proposition of the company to our customers and other manufacturers.”

In addition to servicing the sales and marketing needs of over sixty category leading clients, the combined entity offers commercial solutions to support manufacturers’ traditional distribution chain through channel partners and field sales and service organizations, effectively giving marketing and service executives control over all their channels from a single platform.

“We wanted to provide manufacturers the opportunity to interact directly with their consumers”, said Shannon Marquis, co-founder of Interaxis. “Our founding principle, ‘Where Manufacturers and Consumers Meet’ guided our evolution from the leader in product registration to delivering data-driven marketing services and adding digital channels to the marketing mix. As more and more products become connected, our founding principle has never been more relevant.”

“Connectivity enables manufacturers to embed engaging communication and service capabilities into the core functionality of connected devices, driving registration rates toward 100%,” stated Kelly Forese, co-founder of Registria and COO of the combined company. “We have already helped many clients evolve the core function of their products, changing the focus from getting to know your customer to providing them with a remarkable experience.”

The new ownership group will bring together leadership from each organization, consolidate the technology and services of the companies and develop a singular brand under which they will eventually operate. The company’s combined client base includes leaders across many consumer durables and technology categories: from Whirlpool, LG, Panasonic and Symantec, to Netgear, Bolle, Bushnell, and Nikon.