Field Agent acquires SimpliField to expand services and footprint

Fayetteville-based Field Agent has acquired SimpliField, a mobile workforce management platform based in Paris, France. Financial terms of the deal were not disclosed, but the companies said the acquisition was funded in part by an investment from Five Elms Capital.

Rick West, CEO and co-founder of Field Agent, said the goal of the acquisition is to bring brands, retailers and restaurants the tools to win in-store retail by identifying, analyzing and improving operations.

Field Agent harnesses a crowdsourced panel of over two million shoppers around the world to audit in-store prices, product availability, display compliance, and many more features within the store environment. Adding the SimpliField retail performance app, retailers and brands have the ability to understand what’s happening in the store through Field Agent, and to take action with in-store staff through simplified.

“The deal will combine the best of retail auditing with the best of retail performance management,” West said. “SimpliField’s vision for efficient, customer-focused retail operations is perfectly aligned with our roadmap for ever-evolving retail solutions and tools.”

West said the two companies have combined revenue in excess of $20 million with more than 150 employees and operations in 10 major global markets. Field Agent and SimpliField will now apply their joint expertise to helping companies across the retail industry improve operations, outperform competitors, and better serve shoppers.

“The net effect of the acquisition will be seen immediately,” said SimpliField CEO and co-founder, Benjamin Zenou. “SimpliField will capitalize on Field Agent’s deep knowledge of the North American market as we support their expansion in EMEA (Europe, Middle East and Africa.)”