Aimia, the Montreal-based loyalty management company, has announced plans to purchase Dayton, Ohio–based Excellence in Motivation. The $28 million deal is expected to be final by the end of September.
Bob Miller, EIM’s president and CEO, who will become a member of Aimia’s U.S. leadership team as executive lead, integrated solutions, says the acquisition will benefit his customers. “Our clients will benefit from an expanded suite of loyalty solution capabilities and increased sector-specific loyalty marketing expertise,” said Miller. “We can also leverage Aimia’s global footprint and capabilities to help our clients execute on a global scale.”
Both companies are on the Corporate Meetings & Incentives CMI 25 list of the 25 largest meeting and incentivecompanies operating out of North America. For the 2012 CMI 25 list, EIM reported planning and executing 186 corporate meetings and 75 incentive travel programs in 2011, with a focus on customers in the automotive and healthcare markets. The privately held company, operating since 1993,had 218 full-time employees as of June 2012.
According to Aimia’s Fay Beauchine, president, business loyalty, EIM’s online reward platform, EIM Element, will be supported under the new ownership. “Engagement platforms connect the hearts and minds of the employee user with the values and objectives of the company. Element will be continued to be offered. It is a flexible, innovative and popular engagement platform supported by a variety of awards, including merchandise, prepaid cards, retail gift cards, and travel awards.”
In a press release, Aimia noted that the acquisition is part of growth strategy aimed at solidifying its position as a leading global loyalty management company. Groupe Aeroplan acquired Carlson Marketing Worldwide in December 2009 and rebranded as Aimia in September 2011.