Advantage Solutions Expands E-Commerce Capabilities with Acquisition of Beekeeper Marketing

10 Aug

Advantage Solutions (Advantage) announced today its acquisition of Beekeeper Marketing (Beekeeper), a national sales agency focused on the e-commerce channel. Terms of the transaction were not disclosed.

Beekeeper (www.beekeepermarketing.com) represents over 100 natural/organic/specialty consumer packaged goods companies in the online channel, helping them reach their sales potential on Amazon by developing and executing sales, marketing, and supply chain strategies. The company provides both strategy and execution for brands across a wide range of categories such as grocery, health and personal care, beauty, and pet.

Beekeeper will continue operating under its current name as a business unit within Advantage’s technology division, Advantage Digital Technology.

“While e-commerce has continued to drive both online and offline sales over the past several years, so too have natural and organic products experienced accelerated household penetration and sales growth,” said David Cortese, President of Advantage Digital Technology. “Beekeeper sits at the interaction of these two trends and we are excited by how their expertise and credibility will enable us to meet the omni-channel needs of an increasingly important segment.”

Beekeeper also brings to Advantage and its clients proprietary technology for Amazon search advertising, campaign administration, and reporting.

“Beekeeper’s technology is also a differentiator within this segment,” said Cortese. “They realized early on that the ability to win on Amazon not only requires experience with Amazon, it also increasingly requires technology to allow agencies, brokers, and their brand partners to scalably glean data-driven insights critical for maximizing the brand’s potential online.”

Beekeeper’s founder and CEO, Lynn Graham, will continue leading the organization from its current headquarters in Mill Valley, Calif. Graham founded the company in 2007 when Amazon first started selling consumables online. Over the years, the company’s relationships with Amazon have deepened and the business has grown organically through word of mouth from Amazon buyers and clients.

“We are obviously excited to join Advantage for the growth implications and how its deep client portfolio and cross-channel reach complement our online focus,” said Graham. “In addition, we’re excited to extend to our clients Advantage’s other digital services capabilities such as Amazon retail monitoring with Canopy, Amazon third-party selling with Quiverr (including third-party selling monitoring/enforcement), content creation/management and syndication with The Data Council and Flixmedia, and the ability to keep the finger on the pulse of the evolving Amazon/Whole Foods strategy not just through our own strong relationships but also through SAS’s and Daymon’s partnerships with Whole Foods Market.”

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