«Yandex» has acquired aggregator of discounts «Edadil»

© RIA Novosti / Valery Melnikova in photomontages of the company Yandex in Moscow. Archival photo«Yandex» has acquired aggregator of discounts «Edadil»© RIA Novosti / Valery Melnikovite the image Bank

Yandex» has increased its stake in the aggregator promotions «Edadil» from 10% to 100%, is spoken in the message of «Yandex».

In July 2015, «Yandex» has bought 10% of the service «Edadil». «It was an experiment to create effective promotional product for offline retailers and FMCG manufacturers. For three years it has grown from a pilot project to scale and reach of the service. Now we buy the remaining shares of the two co-founders. Natalia Gagarina remains the head of the project and together with the whole team switches to «Yandex», — told in an Internet company.

The company plans to build on the existing service coverage new tool for retailers that will allow offline traffic to their point, to provide users with personalized promos and discounts. It is also planned to add new product categories.

Head of service «Edadil» Natalia Gagarina told RIA Novosti that the aggregator of discounts due to possible synergies with other services of «Yandex» hopes to develop new tools for consumer goods (FMCG) and deepen the level of interaction of the customer with the purchase.

«For example, to distribute incentive prizes for those who scans the checks and gets the cashback. We also plan to expand the directory and adding the pharmaceutical products that do not require prescriptions, and to develop experiment with fashion retail,» added Gagarina.

«Edadil» service that collects promotions and discounts in closest to the user stores. The service is designed prodakt-Manager of «Yandex» Natalia Sagarino in 2012. In 2015, 10% of the acquired service «Yandex». «Edadil» works throughout Russia and aggregates data from 650 retail chains. Monthly audience of service is more than 6 million mobile users.