Eagle Eye adds Divide By Zero to APAC partner programme

Eagle Eye has added Divide By Zero to its Solution Partner Program in Asia-Pacific, extending its regional partner network for loyalty and marketing technology.

Under the partnership, Divide By Zero will work with Eagle Eye to support brands using loyalty, promotions and personalised marketing tools across the region. The arrangement combines Divide By Zero's consulting and implementation services with Eagle Eye's platform for loyalty, promotions and real-time personalisation.

The move comes as retailers and consumer-facing brands navigate a crowded market for marketing and customer engagement software. Businesses are under pressure to choose systems that connect with existing technology stacks while supporting targeted offers and loyalty schemes.

Divide By Zero describes itself as an independent technology consultancy with a technology-agnostic approach. That may appeal to clients seeking advice on software selection and integration rather than a single-vendor model.

The partnership is intended to help brands select and integrate tools that fit their customer engagement strategies. It will also support the delivery of loyalty programmes, personalised promotions and other marketing activity designed to improve customer engagement.

Partner network

The agreement adds to Eagle Eye's wider ecosystem of technology and services partners. In Asia-Pacific, it is seeking to broaden access to specialist expertise in loyalty, promotions and AI-based personalisation for retail and consumer brands.

Eagle Eye's customer base includes retailers, grocers, hospitality groups and travel brands. It counts Tesco, Morrisons, Carrefour and Woolworths Group among its customers, and says its platform handles more than 1.8 billion personalised offers each week and manages more than 813 million loyalty member wallets worldwide.

Al Henderson, Chief Partnerships Officer at Eagle Eye, outlined the rationale for the agreement.

"Collaboration in the loyalty and promotion ecosystem is essential to helping brands deliver exceptional customer experiences. We're delighted to welcome Divide By Zero to our Solution Partner Program in APAC. By combining our strengths, we'll help retailers bring together the right technology, expertise and execution to deliver more personalised, connected experiences for their customers," Henderson said.

For Divide By Zero, the tie-up adds another vendor relationship to its existing partner network. The consultancy sees platform knowledge and market-wide relationships as part of its advisory model for clients making technology decisions.

Dana Teahan, Founder and Chief Executive Officer at Divide By Zero, said the company's approach relies on retaining flexibility while building partnerships with software providers.

"We're excited to welcome Eagle Eye into DBZ's growing technology partner ecosystem. We've always believed that being tech-agnostic and building strong technology partnerships go hand in hand. The better we understand the platforms, people, processes and thinking across the market, the better equipped we are to help our clients make the right choices for their business," Teahan said.

Teahan also pointed to Eagle Eye's role in loyalty and promotions software for retail clients, highlighting the importance of interoperability for brands trying to fit customer engagement tools into broader commerce and data systems.

"Eagle Eye brings deep expertise in loyalty, promotions and personalisation, helping leading retailers deliver more relevant, real-time customer experiences at scale. Just as importantly, its technology is built to plug into the wider retail ecosystem, giving businesses the flexibility to bring together the capabilities that are right for them. We're looking forward to working more closely with the Eagle Eye team - Jonathan Reeve, Martin Pang and Thomas Davies - sharing knowledge, exploring opportunities and seeing where our combined experience can make a difference for our clients. It is great to have Eagle Eye as part of our trusted tech partner network," Teahan said.