Accenture acquires martech consultancy Lumery to enhance customer experience capabilities

Accenture (NYSE: ACN) has recently completed the acquisition of The Lumery, a renowned marketing technology (martech) consultancy based in Melbourne. This strategic move is set to significantly bolster Accenture Song’s marketing transformation capabilities, particularly in Australia. The deal, whose financial terms were not disclosed, aims at enhancing services such as personalization, CRM and loyalty, testing and experimentation, and automation. This acquisition comes at a time when businesses globally are seeking innovative ways to connect with their customers across various touchpoints, responding to the growing demand for personalized customer experiences.

With global martech spending projected to increase by 64% to $216 billion by 2027, Accenture Song’s acquisition of The Lumery is timely. This move is part of Accenture Song’s ongoing efforts to assist Australian businesses in navigating the rapid technological advancements in martech. The acquisition is expected to respond to the growing consumer demand for faster and more personalized company responses to their changing needs and expectations.

Mark Green, the Australia and New Zealand lead at Accenture Song, emphasized the shared goal of using technology to gain deeper insights into Australian customers. He noted The Lumery’s unique capability to guide clients through the complexities of the ever-evolving customer experience landscape. This acquisition is poised to leverage The Lumery’s expertise in integrating software, data, and analytics to streamline and enhance marketing and sales efforts, especially with the rise of generative AI.

Founded in 2017, The Lumery has developed a strong reputation for its comprehensive martech ecosystem relationships and transformative technology consulting services. With a skilled team of approximately 80 professionals across Melbourne, Sydney, and Bengaluru, India, The Lumery will join Accenture Song’s Marketing practice, bringing a wealth of experience in industry and platform consulting services.

Rajan Kumar, co-founder and CEO of The Lumery, highlighted the importance of creativity, modern ways of working, and evolving customer data, alongside technology, in building compelling customer experiences. He expressed enthusiasm about joining forces with Accenture Song to scale their expertise globally and drive tangible business outcomes for more businesses.

Peter Burns, who leads Accenture’s business in Australia and New Zealand, remarked on the significance of augmenting Accenture Song’s capabilities with The Lumery’s expertise. He pointed out that this acquisition would expand their Australian practice, leading clients further on their path of sustained relevance.

Accenture Song has been actively growing its suite of services to support client growth, innovation, and sustained relevance. In Australia, the addition of The Lumery follows the acquisition of customer insights and advisory business Fiftyfive5, further enhancing its data-driven marketing services. This pattern of strategic acquisitions underscores Accenture’s commitment to leading in the digital transformation space.