- Rakuten Capital, Vertical Partners and Endeavor Catalyst invest in Ladorian, an 020 digital marketing startup providing in-store personalized messaging.
- The startup has had a turnover of 10M euros in three years and has joined the Lanzadera business accelerator, established by Juan Roig.
Madrid, 24 November, 2020.- Ladorian, a startup specialising in personalised marketing messages in physical spaces, has closed an investment round of 5 million dollars. The company, which is part of the Lanzadera business incubator and accelerator, has developed software capable of increasing its clients’ sales by 30%. Ladroian uses connected data points and data intelligence to deliver personalised messages to consumers in physical spaces, offering the best products to meet their needs.
The round was led by Rakuten Capital, the corporate venture capital arm of Rakuten, a global leader in internet services headquartered in Tokyo. Rakuten Capital has previously invested in Spanish unicorns Cabify and Glovo. In addition, strategic investors Vertical Partners and Endeavor Catalyst participated in the round.
This funding round will be used to boost product development and sophistication, help grow the company’s presence in the markets where it is already operating, and accelerate its international expansion into countries such as Mexico, France, Germany and the UK.
“This funding round comes at the right time, when the market is facing unprecedented challenges. We are confident that our tools can help meet the needs of increasingly demanding consumers. We take insights gleaned from the digital world to physical spaces, accompanying our customers on the road to digitalisation in order to improve consumer experience,” explains Alejandro Gutiérrez-Bolívar, CEO of Ladorian.
“As consumers, we assume that when we browse the Internet the ads that impact us are customised, but this is not the case with adverts we see in the physical world. Most of the messages we receive are completely irrelevant to us because they are not customised. Ladorian increases the effectiveness of communication and advertising at physical points of sale, applying learnings and knowledge from the online world to the offline world,” adds Gutiérrez-Bolívar.
Guaranteeing smart distribution
This capital injection will also allow the company to advance in its development of Ladorian iDS, its physical space digitalisation software that boosts sales.
The next generation of Ladorian iDS is ready for release. This improved software guarantees smart distribution of customised content across a wide variety of devices (TV, mobile phones, digital tags, tickets, PA systems, etc.), through prime time algorithms that use heterogeneous data sources and integrate machine learning mechanisms to recommend optimal content and release times for customers from different types of businesses. It achieves this goal because the data flow handled by Ladorian iDS identifies the optimal moment for each product, based on stock, sales, time of day or even outdoor temperature.
With a turnover of more than 10 million euros in the last 3 years, the company is revolutionising the physical world by applying data to digital communication to distribute customised content in the offline world.
“We release customised messages at the right time to help users and consumers make purchase decisions,” states Alejandro Gutiérrez-Bolívar, who further explains, “physical points of sale are travelling down the road towards digitalisation. While the online world has managed to develop data-based communication, this task is still pending in the offline world, despite the fact that more than 96% of retail sales in Spain are carried out through this channel. At Ladorian we generate an impact on consumers by using data and intelligence capable of generating sales increases of 30% for the products advertised.”
Ladorian, in the Growth Phase of Lanzadera
Ladorian’s successful trajectory has led to it to becoming part of Lanzadera, the business accelerator steered by Juan Roig, Executive President of Mercadona, which supports entrepreneurs by providing mentoring, education, facilities and other resources. This will give it access to all the tools available to increase its turnover and its customer portfolio, as its business model is already classified as consolidated.
Ladorian’s value proposition is based on two key drivers:
- Higher revenue, with 30% increase in sales, creating prime time algorithms for each customer and developing additional advertising revenue stream.
- Cost optimisation, saving on traditional signage, generating a lower environmental impact while maximising return on investment on signage.
“Being part of the Growth Phase at Lanzadera boosts our business model further. It is confirmation that we are on track and can continue to grow and help many more businesses increase their sales and improve their customer service. In fact, we aim to connect more than 400,000 points of sale worldwide by 2024,” explains Gutiérrez-Bolívar.
Ladorian is a Software as a Service (SaaS) start-up that was set up in 2016 with the aim of creating a new experience for physical customers through intelligence and data. Its software Ladorian iDS adapts the messages it displays on different physical supports to suit different businesses and customers, identifying the right moments to highlight a specific product or service. Ladorian provides a comprehensive solution to customers, as it takes care of the installation and maintenance of devices at points of sale and also produces content. This customised content for each physical space not only takes into account the type of business it has been created for, but also the type of public they are targeted at, peak hours and the average time consumers spend in spaces, adapting duration to achieve optimal impact.
In 2018, Ladorian was named an Endeavor Company
It currently has offices in Spain, Italy, Colombia and the USA and will soon open offices in Mexico, France, Germany and the UK. It aims to be present in more than 12 countries by 2022.
For more information, visit us on http://ladorian.com/
You can also follow us on https://twitter.com/Ladorian_iDS
About Lanzadera and Marina de Empresas
Lanzadera startup incubator and accelerator is part, together with EDEM Escuela de Empresarios and the investment company Angels, of Marina de Empresas entrepreneurship pole. It is an initiative of Juan Roig located in the Marina de València that has the mission of training, advising and financing the entrepreneurs of today and of the future and that constitutes a commitment to the creation of wealth, employment and the promotion of the culture of entrepreneurship.
Since its creation in 2013, Lanzadera has supported more than 500 startups, providing 15M euros of funding in Lanzadera loans. Together they have managed to generate more than 2,250 direct jobs, as well as external investment of more than 130 million euros. To join the programme, entrepreneurs can send their project to www.lanzadera.es at any time of the year.
About Rakuten Capital
Rakuten Capital is the corporate venture capital arm of Rakuten, a global leader in internet services headquartered in Tokyo.
Launched in 2014, Rakuten Capital provides investment funding, sector experience and operational support to its portfolio companies from around the world. Globally, Rakuten Capital has invested in more than 60 companies including Lyft, Cabify, Carousell, GoJek and Pinterest.
Rakuten’s broad range of online and off-line services include e-commerce, travel, FinTech, digital contents and communications, as well as credit cards, banking, securities, insurance, electronic money and professional sports.
About Endeavor Catalyst
Endeavor Catalyst is an innovative, rules-based co-investment vehicle through which Endeavor invests into its portfolio companies. Launched in 2012, Endeavor Catalyst has raised more than $200M+ across three funds and made 140+ investments to date in 25 different countries. Investments include Globant (NYSE:GLOB) and Rappi (valued at $3.5B+) in Latin America, Yemeksepeti.com (acq’d Delivery Hero $589M, 2015) and Peak Games (acq’d Zynga $1.8B, 2020) in Turkey, RUMA (acq’d Go-JEK, 2017) in Indonesia, and FIGS (acq’d, 2017) in the US.
About Vertical Partners
VVP is an early-stage venture capital firm focused on Seed and Series A investments in companies that address industry-specific pain points for enterprise customers. We define a “vertical” as any specific industry sector that has a large number of companies and unique business characteristics. Examples of verticals are retail, healthcare, education, aerospace, etc. The core investment philosophy of our firm is the belief that a company solving a problem specific to a single industry vertical reaches product-market fit and revenue faster than one that sells an industry-agnostic solution. We do not invest in consumer, internet or media companies, nor do we invest in companies whose product or service requires a government regulatory approval to scale.
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