The big four firm has acquired digital firm MashUp, a strategic consultancy specialising in the integration of brand values, digital content and design thinking, retail spaces, branches, pop-up and workplaces.
Frank Farrall, managing partner of Deloitte Digital, said the investment has been made to expand the firm’s service offerings and help clients respond to the rapidly changing needs of customers.
“It is all about creating a smart physical environment for the consumer, who is increasingly expecting a seamless physical and digital experience,” he said.
“Our clients are experimenting with the Internet of Things where in-store sensors communicate with the consumer’s apps to provide unique and convenient engagements.
“MashUp’s capability brings the vital perspective of how the physical environment will need to adapt to this multi-dimensional landscape.”
Deloitte CEO Cindy Hook said the firm is committed to building capability to assist private and public sector clients respond to the rapid change affecting their markets and customers.
"Deloitte has embraced innovation and change since 2004, actively building our digital and technology practice as a key enabler of change, and helping fuel the professional services firm’s rapid growth and recognition as one of Australia’s more innovative firms,” said Ms Hook.
Robbie Robertson, owner and founder of MashUp, will become a Deloitte partner, bringing a team of 10 design professionals with him.
“MashUp develops, builds and executes customer experience strategies that fuse digital and physical channels and create purpose-led brand engagements impacting the bottom line," Mr Robertson said.
"Collaborating with Deloitte Digital will give us the opportunity to provide more innovative and holistic customer engagement across a range of spaces for our clients.
“It puts design thinking at the top table, ensuring integrated customer experience becomes a C-suite conversation. Merging our practices sets a global precedent that gives design a leading role in business strategy,” said Mr Robertson.