Start-up consultancy Mash Up swallowed by Deloitte amid plan to ‘fuse’ customer journey

Management consultancy Deloitte Digital is continuing its expansion into the marketing field acquiring consumer retail specialists Mash Up.

The move is the latest acquisition by Deloitte as it looks to ramp up its marketing offering to customers, with in-store experience becoming an increasingly important part of the retail puzzle.

Mash Up founder Robbie Robertson told Mumbrella that far from closing down, retail stores were experiencing a “renaissance” as more businesses looked to merge their physical and digital offerings.

Under the terms of the deal the Mash Up name will disappear with ten staff merging into the existing Deloitte Digital offering, with Robertson becoming a partner. Deloitte Digital partner and board member Katherine Milesi described Mash Up as possessing “very specialist skills” in terms of its physical store knowledge “which would have taken a long time” for Deloitte to have to developed organically.