Tesco has acquired Boston-based social marketing company BzzAgent in a deal worth around $60m, according to reports from the US.

It is understood that BzzAgent will continue to operate as a standalone business, but it will work alongside dunnhumby, the Tesco shopper data operation behind the Clubcard.

BzzAgent was founded in 2001 by Dave Balter, who will remain as CEO and join dunnhumby's executive team.

He told US title AdWeek: "They want to be more social; we want access to their customer base. Consumer loyalty leads to advocacy which leads to loyalty."

BzzAgent has worked for the likes of Procter & Gamble, L'Oreal and Michelin.