The UK has pioneered some of the biggest customer loyalty programs in the Europe, and the latest in a string of sector deals has seen Avarto UK, which has a substantial Liverpool operation, acquire customer management specialists Moon River Group.
The Liverpool office of DLA Piper helped secure the deal which expands Avarto's UK base.
Moon River Group operates through five centres - four in the South East and one in Manchester. Its subsidiary the ION Group has many blue chip clients, including VW, Audi, Ikea, and Virgin Holidays. The consideration was not disclosed.
Avarto has a base at Cunard Building and recently opened one of Europe's most advanced printing plants in Speke.
"The takeover of ION gives Avarto fast access to an area where it is looking for rapid business growth during the next two to three years," said Jonathan Radcliffe of DLA Piper. "We wish them every success with the venture."