When Covid first hit, essential business services and products company, Bunzl, knew its need to elevate email marketing with up-to-date personalised messaging had suddenly become urgent.
Delivering goods in the topsy-turvy world of Covid lockdowns was difficult for most businesses. But Bunzl’s huge range encompassing cleaning, hygiene, healthcare, hospitality, food processing, packaging, as well as industrial and safety goods and services was highly relevant to Covid and therefore more pressured than most.
With an inventory of 20,000 key units online and another 20,000 items including customised products, plus customers and warehouses across A/NZ, Bunzl presents as a one-stop shop for business essentials. The company had used the Lite version of ActiveCampaign’s email automation since 2014 before Bunzl’s head of marketing and ecommerce, Fiona Corsie, joined the firm. As Covid forced the mass transition to remote living and working in different areas at different times, she realised upgrading to the next level of personalised marketing automation would be critical on more than one front.
“As a B2B, we work on a long sales cycle and are aware of typical customer orders and timing. But because of the environment we were suddenly in, with states coming in and out of lockdowns, that all changed,” Corsie said. “One day you’d be considering, ‘Do we have too many…