Company News • 11.03.2013

New Bronto software solution helps retailers drive revenue with highly personal remarketing

Bronto Software has launched updates to its leading marketing platform for commerce that enable retailers to import past-purchase data from any e-commerce or order system and create relevant marketing campaigns that deliver more revenue and customer loyalty.

The new functionality allows marketers to utilise prior order information, including the specific products purchased online or in-store, to inform customer analysis, segmentation, marketing and reports. Past-purchase data is integrated with the core functions of the Bronto Marketing Platform so marketers can quickly build segments and execute and track more effective campaigns.

With Bronto’s order import solution, a retailer could, for example, target customers by recency, frequency or value of purchases. They could also create segments based on product categories or brands that their customers have purchased in the past. Typically, email campaigns based on past-purchase data greatly outperform non-segmented emailings.

Going beyond the traditional email marketing practice of tracking email conversion data, Bronto’s new functionality allows marketers to easily import detailed information on all orders, whether from e-commerce platforms or in-store order systems. Marketers can either import order history into the Bronto platform using pre-built integrations with e-commerce platforms such as Magento, Demandware and ATG Web Commerce, or via JavaScript and API calls for importing order data from any other source.

“One of the best indicators of future purchases is your previous order data. With order data integrated into our marketing platform, retailers can segment customers based on product categories of purchased items or on value, for example, and create campaigns that speak to their spending and purchasing behaviors,” said Joe Colopy, CEO of Bronto Software. “This functionality creates new opportunities for automated messaging that converts customers into repeat buyers.”

Using order data, the Bronto Marketing Platform automatically calculates RFM (Recency, Frequency, Monetary Value) metrics that are used to identify customer segments such as high-value, frequent purchasers and lapsed purchasers. Marketers can also use Bronto’s segment builder to create groups of customers based on specific products purchased, enabling them to create smarter lifecycle marketing campaigns, such as VIP and loyalty programs and post-purchase series. Dynamic dashboards and reports allow marketers to track revenue for individual customers, view a customer’s purchase history, and attribute revenue to orders based on whether they came from email marketing or from other sources.

Bronto are exhibiting on stand no 129 at Retail Business Technology Expo at Earls Court London.

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