How to Create a Customer-Focused Omnichannel Experience (E106)

Derek O'CarrollCEO at Brightpearl Bio: Derek O’Carroll has had an eye for business since he turned his school’s unused tennis courts into a paid tennis club as a 15-year-old. As CEO of Brightpearl, a cloud-based ERP for retailers and wholesalers, he has refined go-to-market strategies and led innovations that have increased deal size of nearly 500 percent and yielded 75% growth year-on-year. Sponsors: Drip – Get a free demo of Drip using this coupon code!Spark Shipping – eCommerce Automation Links: BrightpearlLinkedIn TwitterFacebook Derek LinkedInDerek TwitterDerek Facebook Transcript: Charles:                        00:00                In this episode of The Business of eCommerce. I talk with Derek O'Carroll about how to create a customer focused omnichannel experience. This is a business of e-commerce. Episode 106 to The Business of eCommerce to show that helps eCommerce retailers start launch and grow their eCommerce business. I'm your host, Charles Palleschi. I'm here today with Derek O'Carroll. Derek is a CEO of BrightPearl, a cloud based ERP are retailers and wholesalers at bright Pearl. He has redefined the go to market strategy and led innovations that have increased the deal size. We 500% in yield at a 75% growth year over year. I've asked Eric on the show today to chat about how you create a customer focused Omni channel experience. So Hey Derek, how you doing today? Derek:                          00:50                I'm excellent. Charles. Delighted to be with you. Yeah, Charles:                        00:52                To have you on the show. I'd love the topic, kind of the whole omnichannel and kind of bringing it all together first real quick, bright Pearl. You've been there. How long? Derek:                          01:01                A three and a half years. Just over. I joined in May, 2016 Charles:                        01:05                Gotcha. Okay. And cloud based ERP. So for those who don't know, I feel like years ago I feel like this, the term ERP was just this thing that like other people had. But then as you kind of grow and you don't really know what it is, you know, like I don't need one of those. But as you grow, you start to realize maybe you know, you start to learn what it is and kind of realize who needs it and why. Can you explain real quick, who needs an ERP? What is it and kind of generally like how does it work? Derek:                          01:34                Well, I think to be successful, any merchant needs to provide a very high level of personalized service irrespective of the channel that they are using to engage with a client. That's, that's where everything starts. And in order to be able to do that, you have to orchestrate all of the operational tasks that come about when an, when an order hits your store through a point of sale, hits your marketplace through maybe an Amazon store, you're running our hits your website through your own website. And so retail ERP our cloud based ERP as you called it, essentially the way I would ask your listeners think about it is it's essential point to orchestrate all of your orders and all of the following on actions that you need to bring to bear upon those orders to get to the bottom line where you can see the Holy grail of what's my margin, what's my fully landed cost on each channel. And you need to know that because then you can decide how much do I order for the next season or the next phase. And also what's my pricing strategy in that particular channel? Cause as we know, every single channel has a different cost of doing business on it. And that's essentially what an ERP does. So it covers where people order from, how you handle that order it overs, fulfillment, logistics, payments, all the way through. So just think of the life cycle of a customer and then think of all the tasks needed to serve that. Charles:                        03:00                Yeah,