Omni-Channel Customer Engagement Article

These days it’s simply undeniable that digital marketing and commerce have become completely intertwined. Consumers expect a consistent experience that spans all communication channels in which a brand operates, demonstrating the need for companies to carry out commerce operations and marketing campaigns in a seamless omni-channel environment.

Recognizing this convergence, NetSuite (News - Alert) and Bronto Software, Inc. have decided to join forces and provide a comprehensive solution banking on both companies’ specializations: NetSuite’s SuiteCommerce omni-channel B2B and B2C commerce platform will be seamlessly integrated with Bronto’s commerce marketing automation platform. NetSuite recently signed an agreement to acquire the latter company for $200 million in cash and stock, a transaction that’s expected to close within the next couple of months.

As per the agreement, Bronto will continue to operate as a business unit independent of NetSuite. However, the two companies will collaborate extensively on product development by combining their products and expertise, and NetSuite plans to invest considerable resources into expanding Bronto’s technical support and professional service offerings. Bronto will also benefit from the opportunities presented by access to NetSuite’s global footprint, which spans 11 countries.

The combined efforts of Bronto and NetSuite will result in a true omni-channel solution that effectively merges commerce and commerce marketing. Digital messaging channels — such as email, mobile and social media — will therefore be seamlessly integrated with customer transactions whether they occur through a digital shopping cart, in-store or a call center. These communication channels will also operate cohesively with backend processes like order management, inventory management and global tax in order to create a seamless customer experience. As a result, companies will be able to quickly launch targeted marketing campaigns, improve brand engagement and enhance the customer lifecycle to increase reach and drive sales.

The SuiteCommerce platform delivers omni-channel shopping and service experiences by combining ecommerce, in-store point-of-sale and order management with back office systems. A single dashboard containing all customer interactions and transactions provides tools for targeted marketing campaigns and customer service enhancements, and order management is centralized alongside inventory across all channels to ensure the most efficient order orchestration possible. The platform enables quick creation of unified, compelling mobile, web and in-store experiences that improve customer engagement and ensure positive experiences.

“Just as customers demand seamless cross-channel shopping experiences, they increasingly expect companies to communicate consistently through all of their digital experiences – on site, at stores, in email or through social or mobile,” said Zach Nelson (News - Alert), CEO of NetSuite. “By combining the two companies’ offerings and technology, we can help merchants deliver relevant and consistent digital commerce experiences throughout the customer journey.”

Bronto’s marketing platform provides a full suite of tools for managing every aspect of email and cross-channel marketing campaigns, using drag-and-drop automation and incorporating extensive tracking and reporting capabilities. This includes tools for creating mobile-friendly email and SMS campaigns, a vital asset considering the exploding number of mobile consumers. Furthermore, companies are able to have better control over the customer lifecycle and secure repeat customers through features such as post-purchase campaigns, cart abandonment reminders and loyalty programs. Finally, companies can reap the benefits of data-driven marketing by turning customer insight into a scalable, segmented database.

“Today’s consumers expect brands to know them across every channel and marketing touchpoint,” said Joe Colopy, CEO of Bronto Software. “Providing that type of experience demands a unified approach to digital engagement, whether driving transactions online or offline or engaging with them through website, email, mobile or social. We’re thrilled to bring Bronto’s industry leading commerce marketing capabilities to NetSuite’s commerce solutions. This will help merchants to better engage with their customers, drive repeat purchases and build lifelong loyalty.”