New Zealand-based equipment manufacturer says investing in a new cloud-based omni-channel commerce platform will help global subsidiaries share information and unify CRM
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.
“At the same time, gaining a deeper insight into its business performance to remain nimble and better capitalise on growth opportunities.”
Read more: UK digital marketing tech company opens in Australia
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
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”
Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.
I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs
AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...
Alice Labs Pte. Ltd.
CMO's top 8 martech stories for the week - 6 May 2021
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation