Shopting was founded in 2013 but its CEO, Luc Demeulenaere (pictured, right), who will continue to be involved leading the business.

The business offers a range of consulting services and big data technology to give clients consumer and shopper insights for business planning and category management. The firm has a team of experienced senior consultants working across North and South America, France, Belgium and Germany.

Ludovic Depoortere (pictured, left), founder at Haystack, said that the addition of Shopting’s assets would mean Haystack can help clients implement the value of insights and platforms and embed new intelligence at the core of their businesses. 

Demeulenaere added: "The opportunity to leverage data for better business outcomes has never been this exciting. Becoming part of Haystack will allow us to seize a greater share of this market. We're excited by the scale and scope of projects that will open up to us, as well as the long-term growth opportunities."