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by Michael J. Shapiro | September 21, 2011

Rearden Commerce, provider of the Deem e-commerce platform for travel and procurement, has acquired social commerce platform provider HomeRun.com. HomeRun’s social buying service and OfferEngine platform currently power group commerce programs for many consumer websites. Rearden’s plan is to incorporate the technology into the Deem platform and present business travelers with personalized, discounted offers that comply with company policy and speak to traveler preferences — thereby making those travelers less likely to book through other, noncompliant channels. Meanwhile, the personalized offers will also represent cost savings for Rearden’s customer base. Additionally, Rearden announced $133 million in new funding from American Express, Chase and Citi, which will support the acquisition and, generally, Rearden’s efforts in further developing personalization and relevance marketing in its platform.