Brightpearl and dotdigital: tackling the customer engagement iceberg

Helping retailers acquire smarter and retain longer

Every marketer wants more customers to engage more frequently with more of their content. After all, engagements are generally considered positive key performance indicators. If customers are opening your messages, clicking through to your site, and ultimately buying from you – your job as a marketer is done, right? Wrong!

All too often, customers have negative experiences after they click ‘buy’. It might be that their order is delayed because the product’s out of stock. Perhaps they receive the wrong item. Or maybe they simply change their mind and don’t want to engage in your returns process.

These types of experiences are part of the engagement iceberg, where less-visible interactions can cost a lot of money and undo your hard-spent marketing dollars. To illustrate, it takes 12 positive customer reviews to make up for one negative customer review.

Brightpearl automates retail: all the tasks in the back-end associated with placing and receiving an order. Their mission is to reduce errors, eliminate bottlenecks, and make the customer experience painless.

dotdigital and Brightpearl are pleased to announce a new integration

The new connector helps brands sync their back-end retail operations with dotdigital Engagement Cloud. Marketers can achieve a more robust single customer view and take control over how and when they market to someone.

The integration lets retailers sync:

  • contacts
  • contact tags
  • orders
  • unsubscribes

Doing your data due diligence saves you time to re-market to a new or automatically created address book(s). You could even create a new marketing segment combining contacts with related Brightpearl contact tags. Cool, huh?

Relevant and valuable communication with clients is one of the cornerstones of customer-centric retail. We’re excited to partner with dotdigital to provide our mutual customers the capacity to enhance their customer engagement with accurate operations data. This will give Brightpearl and dotdigital Engagement Cloud users the ability to avoid disjointed or irrelevant communication to clients, and instead will lead to the kind of seamless customer experience both platforms are already known to provide on their own.

Rob Beattie, Head of Strategic Partnerships at Brightpearl, UK

The partnership with retail operations experts Brightpearl
makes a lot of sense. We have a number of mutual clients who have all expressed the need to be able to link up their business systems, front- and back-end. As an increasing amount of businesses feel fierce competitive pressure, having the ability to respond to end-to-end experiences, both good and bad, becomes increasingly important when trying to gain an edge over the rest.

Simon Lye, Head of Partnerships at dotdigital

For more information on the integration with Brightpearl, please contact a sales representative or just get in touch with your account manager.

Brightpearl is an omnichannel retail operations platform that helps retailers streamline the back office. Brightpearl’s complete solution includes financial management, inventory and sales order management, purchasing and supplier management, CRM, fulfilment, warehouse, and logistics. Integrated with major ecommerce platforms and online marketplaces, Brightpearl is designed to scale as retailers grow.