Accenture to acquire Vocatus, expanding European reach
MUNICH, GERMANY – Outsourcing firm Accenture has agreed to acquire Vocatus AG (Vocatus), a German management consultancy firm specializing in behavioral economics-based pricing strategies. Terms of the deal were not disclosed.
Founded in 1999 and headquartered in Munich, Vocatus advises companies on optimizing prices and sales concepts using psychological insights into customer decision-making. Its modeling tools aim to help clients gain a competitive edge.
The acquisition expands Accenture’s suite of services to its European clients. Specifically, it will equip Accenture with Vocatus’ expertise in utilizing behavioral economics to craft pricing strategies and sales concepts for business-to-business and business-to-consumer models. It can also help Accenture predict the market’s decision-making behavior and lay down incentive systems.
Johannes Trenka, Accenture’s strategy, growth and pricing lead in Europe, welcomed the outsourcing powerhouse’s new acquisition: “Vocatus brings a differentiated approach to behavior-based pricing that will help our clients gain a competitive edge and improve their market position.”
If the deal pushes through, Vocatus’ 50 experts will jump ship to Accenture’s Corporate, Growth, and Pricing Division.
The German firm grouped consumers into GRIPS: bargain hunter, price accepter, risk avoider, routine buyer, and indifferent buyer. Each type has its own unique inherent purchasing traits and tendencies. This framework allows businesses to create models and plans to rake in maximum revenues.
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Europe is Accenture’s biggest market with operations in 25 countries, including Germany, Spain, Finland, Ireland, Italy, and the Netherlands.
Accenture topped the Time Doctor OA500, an index of the world’s top 500 outsourcing firms, with $61.6 billion in annual revenues for fiscal year 2022.
This year, Accenture has expanded its portfolio through 30 strategic acquisitions, including Bionest in the United States, SKS Group in Germany, Morphus in Ireland, and Nautilus Consulting in the United Kingdom.
