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BTA Hotline: News

Essendant Launches New E-commerce Tools for Resellers

Monday, October 28, 2019  
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Essendant has launched Email Sales Pro and Personalized Marketing Zones — two new e-commerce solutions offered within its suite of strategic digital marketing capabilities for resellers. These new integrations follow a growing demand for more personalization in online shopping experiences from end users and are the first to launch as part of Essendant's new suite of e-commerce innovations set to fully roll out in the coming months.

"Essendant prides itself on providing strategic marketing solutions to help resellers combat industry challenges and remain competitive," said Harry Dochelli, president, Essendant. "We know end buyers are more likely to purchase from a company that offers personalized online shopping experiences. With these solutions, resellers can lean on Essendant's digital marketing experts to implement and manage e-commerce innovations and, ultimately, increase their revenue at a fraction of the overhead cost."

Email Sales Pro leverages a reseller's point-of-sale data to automatically deliver personalized email communications that are matched with a user's specific purchasing behaviors, such as how and when a customer shops. The program launches in partnership with sales intelligence tool, sales-i, and is designed to help resellers retain current business, build customer loyalty and regain lost sales to increase e-commerce revenue overall.

By analyzing an end consumer's purchasing behaviors, Email Sales Pro allows resellers to better target customers through six different campaign types: product-based, cross-sell campaigns; first-time-buyer campaigns; time-lapsed campaigns; upsell campaigns; purchase anniversary campaigns; and win-back campaigns. As the most sophisticated email marketing program offered by Essendant, Email Sales Pro leverages logic to prioritize campaign type to ensure customers are never inundated with irrelevant emails.

Personalized Marketing Zones allow resellers to strengthen their e-commerce solutions by leveraging the use of an online recommendation engine as part of their strategy. Developed as a behavior-based e-commerce tool, Personalized Marketing Zones displays highly targeted content and recommended products throughout a customer's online shopping journey. To ensure relevancy, content is aligned with a reseller's current product offerings and is based on a customer's real-time actions and historical behaviors to create a personalized shopping experience every time they visit a reseller's site. The system will continually learn shopper preferences to increase content relevancy, customer engagement and sales conversations the more the program is used.

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