One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
Equipment manufacturer, Springfree Trampoline, is investing in a new cloud-based omni-channel commerce platform in a bid to unify customer retail experiences globally.
The company is bringing together its four separate business entities in New Zealand, Australia, the US and Canada onto the NetSuite SuiteCommerce platform, which provides CRM, financial, ordering, inventory and multi-site/multi-currency management for both B2B and B2C commerce.
The new technology will replace disparate systems in each country, and support both telesales as well as point-of-sale in the company’s experience centres.
“Having different systems, processes and challenges in each of our core markets meant that a customer in the US, for example, might have had a very different experience than a customer in Australia,” said Springfree Trampoline managing director, Leanne Fretwell.
“We all sell the same product, so we want to be able to treat our customers in a consistent manner, which is why we have brought all of our business entities together on a single NetSuite solution to be more effective as a global brand. NetSuite SuiteCommerce will give us much deeper visibility into each of our customers and the ability to respond to them in exactly the same way across all markets.”
The Springfree Trampoline was designed by New Zealand engineer, Dr Keith Alexander, and commercialised in 2003. Today it is sold in 29 countries. In a statement, the company said the key reasons for choosing NetSuite’s SuiteCommerce platform include the ability gain a 360-degree view of customers, real-time business data visibility and analytics as well as inventory lists, a dynamic Web storefront, and integrated global financial reporting.
“Real-time stock information from NetSuite is a major benefit to us – SuiteCommerce has a separate fulfilment process from invoicing, which wasn’t the case with our previous systems,” Fretwell commented.
“When a customer ordered online, a tax invoice was generated immediately, however, our old systems would think that the stock was also gone from our warehouse. It didn’t factor in customers picking up a trampoline at a later date or if they chose to lay-by. Separate fulfilment in NetSuite means stock counts and general fulfilment will be more reflective of what is really happening.”
Springfree and NetSuite pointed out having a centralised, global knowledge base of product information gives the retailer’s subsidiaries the ability to share internal information. Springfree Trampoline will also be able to share information with customers online such as order tracking, warranty information, lay-by payments or undertaking other interactions with the company.
Springfree is in the early stages of implementation now and will take a phased approach to the technology rollout, starting with ERP then ecommerce. A completion data was not confirmed.
“Springfree Trampoline can now offer a truly intuitive, high quality, consistent and personalised brand experience to customers across multiple touchpoints regardless of their location,” added NetSuite Asia-Pacific and Japan managing director, Mark Troselj.Read more: UK digital marketing tech company opens in Australia
“At the same time, gaining a deeper insight into its business performance to remain nimble and better capitalise on growth opportunities.”
More on omni-channel retailing
- Omni-channel retail core to customer experience for Australian retailers
- Using big data for small customer wins: I Love Linen’s ecommerce story
- Aussie Marketers: Focus more on omni-channel customer service
- Coming to grips with omni-channel retailing
- Customers more willing to share data for better omni-channel retail experience